Systems and methods for distributing advertisements for selected content based on brand, content, and audience personality

ABSTRACT

The invention includes systems and methods for selecting and distributing content based on personality. The invention provides an insight generation tool that receives brand, audience, and content personalities and profile elements and determines and provides client and agency insights. Brand personality is matched with audience personality is matched with content personality. Profile elements of the brand, the audience, and the content are matched. Agency content and branded media content is identified, selected, and distributed, and is distributed over video distribution networks based on the relationship between the brand personality, the media content personality, and the audience personality. The invention improves the effectiveness of targeted advertising of media content providers by evaluating multiplatform content offerings and identifies content that has the closest personality. Advertising customers can then take advantage of this match and associate their advertisements to that content, thus providing audiences with a more effective, context-based communication.

TECHNICAL FIELD

This technology relates to systems and methods for distributingadvertisements for selected content based on brand, content, andaudience personality. More particularly, the technology relates tosystems and methods for determining a personality of a brand usingpublic communications, determining a personality of media content,determining a personality of an audience, and identifying, selecting,and distributing advertising materials based on insights gleaned fromthe relationship between the brand personality, the media contentpersonality, and the audience personality.

BACKGROUND

Media providers constantly search for new and better ways to create anddeliver content to viewers. Advertising plays an important role inbroadcast programming including all forms of television from over theair broadcasts to cable television networks to satellite television tostreaming video services. In traditional over the air broadcasttelevision, revenues generated from advertising pay entirely forprogramming received by viewers, while in subscription-based videodistribution frameworks, advertising revenues subsidize programming orcontribute to profits of the broadcasters.

Media providers extend traditional print advertisement models andattempt to provide targeted advertising to their audiences and attemptto reach and engage with viewers across platforms. Some advertisementsare useful to subscribers and provide relevant information regardingspecific products or services. Historically, advertisements have beenprovided with programmed content based on linked sponsorship. In linkedsponsorship models, advertisements are included in the programmingcontent based on the nature of the content. For example, anadvertisement for motor oil might be included with car racingprogramming. Even with linked sponsorship advertising, the conversion ofthe advertising spend to product sales revenue is largely ineffective.Most advertisements do not have a high probability of affecting a sale.The shortcoming in conversion of advertising to sales is a result of theinability to effectively target the advertisements and products to theviewers' preferences, desires, values, and needs.

Previous attempts to better target advertisements to users have focusedon knowing attributes of the target viewer to determine theappropriateness of a particular advertisement for a particular kind ofviewer. To make advertising dollars more effective, advertisers targettheir advertising to individuals who are more likely to have an interestin the advertised product. To accurately target individuals, theadvertiser must know something about the individual. Previousadvertising models assigned specific areas of interest to identifiedclasses of consumers based on demographic information. One problem withthis approach is the lack of accuracy and commercial efficiency in themodels. The lack of reliable profiling of demographic data on viewersand subscribers, individualized or personalized advertising targeting isnot effective. An overly broad campaign (i.e., not sufficiently focused)is not likely to attract or convert a sufficient number of viewers intoconsumers. Too narrow a campaign is likely to be lacking appeal and islikely to miss viewers and fail to provide sufficient opportunity toconvert viewers to consumers.

Previous attempts to improve targeted advertising have includedidentifying individual's behaviors by tracking a user's habits bymonitoring websites that the user visits, and offering targetedadvertising based on the content of the visited websites. However,behavioral profiling has had only limited success in improvingadvertising effectiveness. Further, while subscriber viewers'preferences can be surveyed or correlated to past purchases andresponses, these attributes often provide only marginal improvements insales conversions as well.

To maximize effectiveness of their ad campaigns, advertisers want toaccurately target individual viewers based on accurate and improvedunderstanding of viewers' propensity to purchase specific types ofproducts and services. Viewers prefer to receive advertisements relatingonly to products of personal interest rather than solicitations that arenot relevant.

SUMMARY

The invention includes systems and methods that improve theeffectiveness of targeted advertising of media content providers. Thesystems and methods of the invention select and distribute advertisingmaterials on selected media content based on personality profiles ofbrands, content items, and audiences. The invention determines thepersonality of a brand by feeding its external, public communication toan artificial intelligence system that perceives and interpretscharacteristics of the communications. Similarly, the inventiondetermines the personality of content items by interpreting,understanding, and discerning features and qualities of the contentitems based upon communications characterizing the content items,including written copy, transcripts of the content items, and otherpublic communications related to the content items. Further, theinvention determines the personality of an audience by analyzingcommunications related to the audience, including notes, journalentries, and other writing samples of representative audience members.The systems and methods of the invention analyze and determine thepersonality of an advertising material (i.e., part of the brand) in asimilar fashion. The systems and methods of the invention identify anaudience (with its personality) consuming a content item (with itspersonality) and identify an advertising material (brand) for placementwithin the content item. Experience has shown that if an audience isconsuming content, they likely enjoy the (personality of the) content,and if an advertising material with the same personality is positionedwithin that content, the audience will likely enjoy the advertisingmaterial as well.

Once the invention determines a brand's personality and an audience'spersonality, the systems and methods of the invention evaluatemultiplatform content offerings and identify the content item that hasthe closest personality to the brand personality and to the audiencepersonality. In addition to identifying content with the closestpersonality to the brand, the invention provides insights to othercontent that can be associated with the brand to move the brand in adifferent direction. For example, while a brand at this time may notconvey extraversion, the insights afforded by the invention allowselection of content items and advertising materials to move the brandtoward conveying extraversion. The invention analyzes a brand'spersonality, an audience's personality, and a content item's personalityand provides insights based on similarities and differences in profileelements that make up the personalities. The systems and methods of theinvention identify relevant profile elements and provide graphical userinterfaces with which to further examine the identified profileelements. Advertising customers can then take advantage of theseinsights and associate their advertisements to identified content, thusproviding audiences with a more effective, context-based communication.

Previous systems to improve targeted advertising, including earlyversions of commercial offerings related to the claimed invention,sought to address only program and advertisement relationships whilefailing to address brand comparisons and audience personalities. The newsystems and methods of the invention expand capabilities of previoussystems to identify relationships and metrics previously unknown. Thecomputer methods of the invention expand the capabilities of the systemto consider profile elements and their relationships in a (more than)fifty-dimensional space. The invention analyzes, converts, and reduceslarge databases with more than fifty variables into relevant profileelement sets that are displayed as radar graphs and provide intuitivereading and insight extraction for any user. The invention instantiatesinstitutional and individual marketing and brand expertise withprocesses that identify strengths and weaknesses of personality of abrand against the market in which it operates. Similarly, the inventionidentifies the most relevant content items and refines the global set ofcontent items to the most relevant content items related to thepersonality of the brand. Likewise, the invention analyzes profileelements of audiences and incorporates the audience, content, and brandpersonalities to provide insights related to the different factors. Theinvention generates and displays radar graphs to provide intuitivevisualizations of the relationships among the brand, content, andaudience and to facilitate marketing, advertising, and branding actions.

The invention intelligently reduces profile element variables, and thedatabases instantiating the profile elements, from fifty dimensions to amore manageable number (e.g., twelve profile elements), facilitating thereading of a brand's personality and crossing it with audiences anddifferent types of content. This allows the invention to be used by anyuser without the need for deep statistical or mathematical knowledge.

The computer methods of the invention include algorithms that reduce theprocessing power and computing time needed by identifying the mostrelevant profile elements and discarding less relevant variables,thereby reducing computer processing time needed to construct andvisualize the profile element relationships. Constructing and generatinggraphical representations of fifty-variable datasets is computationallyintensive. When performed in a client-server environment, the datasettransfers over the communication networks are enormous and contribute todata traffic problems and compromised performance. The inventionprocesses the datasets and reduces the number and complexity of thecomputations and transfers, while preserving the most relevant profileelements. Incorporating audience personalities and profile elementsprovides additional insights into brand and content acceptance andenhances the ability to match content and brands and audiences. Theinvention provides quick and efficient comparisons between thepersonality of a brand and tens or hundreds or thousands of contentitems and different audiences.

Expanding brand comparisons across market segments and competitorsprovides insights for further development of a brand's personality andits movement toward or away from identified profile elements.

The systems and methods of the invention determine the personalities ofa brand, a content item, and an audience by providing communicationdocuments to an artificial intelligence system that perceives andinterprets characteristics of the brand, content item, and audience. Theinvention determines a brand's personality, a content item'spersonality, and an audience's personality and provides additionalinsights based on similarities and differences in profile elements thatmake up those personalities (i.e., “personality profile). The systemsand methods of the invention identify relevant profile elements andprovide graphical user interfaces with which to further examine theidentified profile elements. In this fashion, users can then incorporatethe personality insights in the context of the brand and content andaudience to identify and select relevant advertising materials tofurther provide more effective, context-based communication.

The invention provides an insight generation tool that receives brand,audience, and content personalities and determines and provides clientand agency insights. The invention helps determine individuals'personalities, which indicate the likelihood of the user's preference ofdifferent content, brands, products, services, and activities. Theinvention provides a deeper understanding of audiences and potentialaudiences and provides a holistic view of the manner in which brands,content, and audiences interact. The invention provides insights thatare used to guide brand, content, and audience engagement and to produceand adapt brands, campaigns, communications, and content for a givenaudience. Brand personality is matched with audience personality, whichis matched with content personality. Brand personality profiles arematched with audience personality profiles, which are matched withcontent personality profiles. Agency content and branded media contentcan be identified and distributed over video distribution networks.

The invention identifies personality based upon five basic traits, aswell as values and needs. The five basic traits include openness toexperience, conscientiousness, extraversion, agreeableness, andemotional range. These personality traits are often thought of ascharacteristic patterns of thinking, feeling, and behaving and may becomposed of many different qualities or features or elements. Althoughpersonality can change over the course of time, core characteristicstend to remain steady over a lifetime. Countless characteristics thatcombine in an almost infinite number of ways make it difficult toclassify personality into types.

The invention analyzes brands, content, and audiences and identifiespersonality traits. The invention identifies profile elements thatrelate to the five basic personality traits outlined above. “Openness”is the desire to seek out new and unfamiliar experiences.“Conscientiousness” represents the tendency toward self-discipline andplanning over impulsivity. “Extroversion” refers to whether one drawsenergy from time spent with others or time spent alone. “Agreeableness”is how cooperative, polite, and kind one tends to be, while “emotionalrange” encompasses emotional stability and one's tendency toward anxietyand self-doubt. Each of the five basic personality traits include manyunique aspects, characteristics, and profile elements of varying degreesthat comprise personality. To bring increased levels of accuracy and toprovide additional insights regarding personality profiles of the brand,content items, and audience, the invention also identifies profileelements beyond the five basic personality traits, including “values”and “needs” that characterize the brand, content items, and audience.

Brand Analysis

The invention identifies profile elements of a brand by feeding thebrand's communications to an artificial intelligence system thatperceives and interprets characteristics of the communications, and theinvention modifies the formation or maintenance of an index of pages forsearch purposes and identifies brand profile elements that characterizepersonality traits, values, and needs of the brand. The profile elementsinclude intellectual curiosity, emotional consciousness, sensitivity tobeauty, and eagerness to try new things, among others. The inventionalso identifies brands as self-disciplined, aware of their duties, andwanting to achieve above external measures or expectations. To identifyprofile elements of a brand, text representations of commercials, print(and other) advertisements, on-air promotions, and other brandingmaterials, such as social media posts, radio commercials, and otherbranding materials are submitted to a cognitive computer system. Theinvention can edit the text documents input to the cognitive computersystem to remove trivial or other “machine-like” or generic textdescriptions. For example, the invention eliminates generic (direct mailand other) text that is a part of a brand's marketing collaterals but isnot specific to the brand. Examples of text that is likely to beeliminated include promotion text (e.g., “20% off”), informational textbanners (e.g., “hot summer sales”), dates (“through Tuesday, March 24”)and other non-brand-specific materials. The invention then delivers textindicative of the brand speaking rather than text and other informationthat is generic or otherwise not indicative of the brand.

The cognitive computer system receives (structured and) unstructureddata and applies natural language processing, information retrieval,knowledge representation, automated reasoning, data mining, textanalytics, and machine learning to identify and construct personalitytraits of the brand. The cognitive computers arrange often unstructureddata in a systematic fashion to identify profile elements andpersonality traits of the brand. Unstructured data can include books,journals, documents, audio, video, images, and other unstructured textsuch as a body of an e-mail message, Web page, and word-processordocument. Structured data outputs of the cognitive computers can includeprofile elements and personality traits.

After identifying profile elements, including values, needs, andpersonality traits of the brand), the invention dynamically creates apersonality map of the brand showing profile elements as axes on the map(graph). In one example embodiment of the invention, twelve profileelements are dynamically selected, including self-discipline, opennessto experiences, imagination, harmony, extroversion, search for emotions,emotionality, responsibility, artistic interests, amiability, audacity,and focus. In other example embodiments of the invention, the systemdynamically chooses twelve other profile elements. In either case, thedynamic choice and number of profile elements is based on the analysisof a specific brand. To determine personality traits, the systems of theinvention can utilize sentiment analysis, grammatical analysis, semanticanalysis, and combinations of different analysis techniques. In oneexample embodiment of the invention, the system maps the profileelements and provides a graphical user interface to visualize the mappedelements to provide insights to the brand, content, and audience. Forexample, systems and methods in accordance with the invention identify anumber of profile elements that contribute to the personality of thebrand and display a radar graph of the profile elements. Additionally,in one example embodiment of the invention, the brand managers,marketing and promotions managers, and others coordinatingbrand-content-audience campaigns can “force” a particular profileelement to be mapped in the graphical user interface to provideadditional insights. For example, if a particular profile element isvery desirable or otherwise under scrutiny, the choice may be made todisplay that particular profile element even if the algorithms may notselect that profile element for display based upon the algorithm processand criteria. Similarly, a profile element can be omitted from displayas well. For example, if a profile element is undesirable or has notprovided valuable insights in the past, the choice may be made to omitthat particular profile element from display, even if the algorithm(s)would select that profile element for display.

The invention also identifies the personality of other brands. In thisfashion, direct comparisons can be made from one brand to another orfrom one brand to an aggregate of other brands. These comparisons informcustomer choices regarding content (e.g., including digital content andother media assets). Similar analyses are conducted on other brands todetermine their degrees of self-discipline, awareness of their duties,and their want to achieve above external measures or expectations, amongothers profile elements. To perform personality analysis of the otherbrands, text representations of commercials, print advertisements, otheradvertisements, on-air promotions, and other branding materials, such associal media posts, radio commercials, and other branding materialsrelated to the other brands are submitted to the cognitive computersystem. The cognitive computer system applies natural languageprocessing, information retrieval, knowledge representation, automatedreasoning, and machine learning to identify and construct personalitytraits of the other brands based on profile elements. Comparisonsbetween brands can be made by running each brand analysis individuallyand then comparing the results. The elements of the profile andpersonality traits can be obtained from the invention to be identical tothose of the original brand analyzed to provide a logical comparison.

After identifying profile elements, including values, needs, andpersonality traits of the other brands, the invention creates profileelement maps of the other brands showing the same personality profileelements that were dynamically analyzed with respect to the initialbrand. To have meaningful comparisons and to glean accurate insights,the same profile elements are identified and mapped. In the exampleembodiment of the invention described above, twelve profile elementswere dynamically selected, including self-discipline, openness toexperiences, imagination, harmony, extroversion, search for emotions,emotionality, responsibility, artistic interests, amiability, audacity,and focus. Customers can then use these profile element maps to informtheir choice of content for their advertisements. In other exampleembodiments of the invention, the system dynamically chooses twelveother profile elements for a brand and uses the same profile elements tocompare other brands or other aggregates of brands. In each case, thedynamic choice and number of profile elements is based on the analysisof the initial specific brand.

Audience Analysis

The invention then analyzes an audience and categorizes groups based onthe same profile elements that were dynamically determined with regardto the brand. The same profile elements (values, needs, and personalitytraits of the brand) are used by the invention to create a personalitymap of the audience with the same profile elements as axes on the map(graph). In the example embodiment of the invention above, the profileelements were dynamically selected for the brand and includedself-discipline, openness to experiences, imagination, harmony,extroversion, search for emotions, emotionality, responsibility,artistic interests, amiability, audacity, and focus. In performing theaudience analysis, the system maps the audience profile elements to makeassociations and insights between the brand personality and the audiencepersonality. To perform this audience analysis, the systems and methodsof the invention identify profile elements of individual members of thetarget audience. For example, psychographic characteristics are surveyedand identified, such as needs, hopes, concerns, values, and aspirations.Audience member thoughts, beliefs, and knowledge are also identified.The identification can take the form of a cluster analysis where anumber (e.g., 600) of audiences are interviewed and/or surveyed, andbased upon those answers/responses, clusters are created and describedusing the profile elements. Additional inputs to the cognitive computersystem to identify audience profile elements can include teams ofsociologists, anthropologists, and cultural historians drafting andrefining documents as if a particular personality type was speaking andthe document was a transcription of that speaking.

Sociology, anthropology, and cultural historians research social lifeand culture to understand the causes and consequences of human actionand attempt to link personality and behavior. That is, personalitytraits are related to profile elements. A personality trait ofagreeableness may be a trait of a person that is empathetic. Agreeablepeople may be friendly, warm, and tactful, taking into account otherpeople's feelings. Agreeable people may also tend to be trusting,modest, straightforward, and compliant. Agreeable people may be morelikely to help others out—which may be partly due to greater empathy.

Additionally, people with the personality trait of openness may bepassionately impulsive. Passionate people are willing to beuncomfortable, and they are willing to push themselves outside of theknown, safe, and predictable to learn more about a task or item at hand.Impulsivity is a tendency to act with less forethought, reflection, orconsideration of the consequences. Passionately impulsive people arestrongly invested in a task at hand without deep consideration orplanning related to the task. The invention identifies profile elementsof the particular audience persona that characterize their collectivepersonality traits.

Dedicated optimism is characterized by a cheerful perspective on theworld and a willingness to strive to see it better. Dedicated optimistsdo not worry about the opinion of others and seek experiences. For them,family, gratitude, and dignity prevail. Dedicated optimists aremotivated by having fun, entertaining, learning about the history of theworld, and learning about health and nutrition. They value optimism,love, gratitude, and dignity and are likely to have personality traitsof openness and extroversion.

People with a tendency toward persistent fight profile elements arelikely to base their persistence on a personality trait ofconscientiousness and are likely to have a negative correlation withemotional range and extroversion, having a tendency away from anxietyand self-doubt and to draw energy from time spent alone. Those withpersistent fight can be described as tenacious and resolute in apositive sense of the trait.

Narcissistic explorers are characterized by high self-esteem and successin what they propose. They believe that the future is today, so theystrive to live to the fullest. The have personality traits related toopenness and away from emotional range and agreeableness. They areinterested in sharing experiences with friends and with the world.Narcissistic explorers do not judge others for what they do and seek toundertake a life of adventures and changes. They care a lot aboutthemselves. Narcissistic explorers are motivated by connecting with theworld and sharing with friends. They value honesty, respect, and caringfor themselves.

In analyzing the audience, the invention maps profile elements and thedegree to which the audience shares these profile elements with thebrand (and with the content items, as described further below).Audiences characterized by the invention are not necessarily televisionaudiences. While audience members may also be viewers, the audience isnot quantified in terms of television ratings or consumed of contentitems. Further, they are independent and are not associated with aparticular content item or brand. The invention analyzes andcharacterizes the audience as a forecast rather than as an analysis ofactual (consumption) results. The personality profile of an audience iscreated based on its (written or other) materials provided to thecognitive computer system and not based upon which content the audienceis watching. An audience may have the same personality profile as aparticular content item, but this does not mean that the audience willbe consuming it. The two phenomena (profile and consumption) are notinterchangeable. While there will likely be an increased propensity foran audience to watch those content items with a personality profile thatmatches the audience profile, profile and consumption are not identical.

For example, many different kinds of audiences can be used by theinvention for insight generation. An interview of a loyal customer ofthe brand can be used to determine the personality of the audience ofwhich the loyal customer is included. A social listening of a brand'sfollowers can also be used, and a writing sample of an audience membercan also be used to determine the personality of the audience. Highervolumes of input materials may likely lead to a more accurate portrayalof the personality of the audience.

Content Analysis

The invention takes the results of the brand analysis and the audienceanalysis and searches the content databases for content that matches theresults of the brand analysis and the audience analysis. Contentanalysis can be thought of as the content itself speaking (through itsarticulated text representations of the content, including scripts,on-air promotions for the content, and other documents). The invention“hears” how the content speaks and tells it who it is (identifies itspersonality). Identified content (e.g., digital content, media assets,and other content) can include programs, channels, genres, web content,and social network content. The invention ranks the identified contentby relevance or accuracy in the matching based on matching processesdescribed below. As was the case with the audience analysis, theanalyzed content items produce the same number and type of profileelements identified during the brand analysis to provide an intuitivevisual comparison.

The profile elements can include values, needs, and personality traits.Personality traits can be further broken down into descriptors andtendencies that illustrate the personality trait. For example, thepersonality trait of openness can be based on tendencies such asadventurousness, artistic interests, emotionality, imagination,intellect, and authority-challenging. Similarly, conscientiousness canbe based on personality, achievement striving, cautiousness,dutifulness, orderliness, self-discipline, and self-efficacy.Additionally, extraversion may be based on gregariousness, outgoing,excitement-seeking, cheerfulness, assertiveness, and activity levelwhile agreeableness can be based on altruism, cooperation, modesty,uncompromising, sympathy, and trust. Additionally, emotional range maybe based on tendencies including fiery, prone to worry, melancholy,immoderation, self-consciousness, and susceptible to stress.

In addition to breaking personality traits down into more granulartendencies and descriptors, needs and values also avail themselves tothis examination. For example, needs include tendencies such asexcitement, harmony, curiosity, ideal, closeness, self-expression,liberty, love, practicality, stability, challenge, and structure. Valuesinclude descriptors such as self-transcendence/helping others,conservation/tradition, hedonism/taking pleasure in life,self-enhancement/achieving success, and open to change/excitement.Additionally, the content (e.g., program, channel, genre, etc.) analysiscan be mapped and overlaid with the analyses of the brand and theaudience for a finer examination of individual personality traits.

Example embodiments of the invention include computer systems andmethods for visualization and matching of a brand with a media asset. Inone embodiment, a system and method include analyzing the brand using abrand source. The brand source can include communications materials,collaterals and other descriptions and characterizations of a brand. Inone example embodiment, the brand source includes printed material. Themethods include generating a brand personality based on the brandanalysis, where the brand personality includes profile elements of thebrand. Profile elements can include personality traits, values, andneeds that characterize the brand. The systems and methods analyze adescription of the media asset and generate a media asset personality ofthe media asset. The media asset personality includes profile elementsof the media asset. As above, the media asset profile elements includepersonality traits, values, and needs that characterize the asset. Themethods and systems then reconcile the generated brand personality andthe generated media asset personality. In one example embodiment, thereconciliation includes comparing and matching the brand profileelements with the media asset profile elements and generating andpresenting a visualization of the reconciliation of the brand profileelements and the media asset profile elements on a display. Thegenerated and display visualization of the brand profile elements andthe media asset profile elements can include generating a radar graphplotting profile elements of the brand and the media asset. Thegenerated display and visualization can include determining a distancebetween each of the plotted profile elements of the brand and the sameprofile elements of the media content, and the matching is based on amultivariate distance for the profile elements.

In one example embodiment of the invention, the computer-implementedmethods include identifying the media asset in which to advertise thebrand based on the generated visualization. Computer-implemented systemsand methods in accordance with the invention can also include creating abranded content media asset in which to advertise the brand based on thegenerated visualization. The generated visualization can include apersonality weakness of the brand, and the methods can further includepositioning the brand from an initial field to a new field based on thepersonality weakness. Similarly, computer-implemented systems andmethods of the invention can base the generated visualization on apersonality strength of the brand, and the methods can further includepositioning the brand from an initial field to a new field based on thepersonality strength.

The systems and methods in accordance with the invention can alsoincorporate the audience personality. For example, onecomputer-implemented method can further include analyzing a descriptionof an audience using one or more communications and generating anaudience personality based on the audience analysis, where the audiencepersonality includes profile elements of the audience. As with the brandand the content, the profile elements of the audience can includepersonality traits, values, and needs that characterize the audience.The invention then reconciles the generated audience personality and thegenerated brand personality and the generated media asset personality.The reconciliation can include comparing and matching the audienceprofile elements with the brand profile elements and with the mediaasset profile elements. The invention can then generate and present avisualization of the reconciliation of the brand profile elements andthe media asset profile elements, and the audience profile elements. Asabove, the generated and display visualization of the brand profileelements and the media asset profile elements and the audience profileelements can include generating a radar graph plotting profile elementsof the brand and the media asset and the audience. The generated displayand visualization can include determining a distance between each of theplotted profile elements of the brand and the same profile elements ofthe media content and the audience, and the matching is based on amultivariate distance for the profile elements.

The systems and methods in accordance with the invention can includeadditional analysis, display, and visualization features. For example,one example system and computer-implemented method of the invention cananalyze an alternative description of a second audience using one ormore communications related to the second audience and then generate asecond audience personality based on the alternative audience analysis.The second audience personality can include profile elements of thesecond audience. The invention can then reconcile the generated secondaudience personality and the generated brand personality and thegenerated media asset personality, where the reconciliation includescomparing and matching the second audience profile elements with thebrand profile elements and with the media asset profile elements andgenerating and presenting a visualization of the reconciliation of thebrand profile elements and the media asset profile elements, and thesecond audience profile elements.

The generated and displayed visualization of the brand profile elementsand the media asset profile elements and the second audience profileelements can include generating a radar graph plotting profile elementsof the brand and the media asset and the second audience. The generateddisplay and visualization can include determining a distance betweeneach of the plotted profile elements of the brand and the same profileelements of the media content and the second audience, and the matchingis based on a multivariate distance for the profile elements.

In addition, systems and methods of the invention can also add analysisof multiple brands and their personalities. For example, one exampleembodiment of the invention can include a computer-implemented methodthat incorporates analyzing a description of an additional brand using acommunication for the additional brand and generating an additionalbrand personality based on the additional brand analysis, where theadditional brand personality includes profile elements of the additionalbrand. The reconciliation of the additional brand personality and thegenerated brand personality and the generated media asset personalitycan include comparing and matching the additional brand profile elementswith the brand profile elements and with the media asset profileelements. The system can then generate, present, and display avisualization of the reconciliation of the brand profile elements andthe media asset profile elements and the additional brand profileelements.

Comparisons can be made using the systems and methods of the invention.For example, a comparison and matching of the brand personality and themedia asset personality can use at least ten personality traits, and thevisualization can include at least twelve profile elements of the brandpersonality, the media asset personality, and the additional brandpersonality. Similarly, a comparison and matching of the brandpersonality and the media asset personality can use at least ten profileelements of the brand personality and at least ten profile elements ofthe media asset personality. Other profile elements can also be used aswell. In one example embodiment, the invention compares and matches thebrand personality and the media asset personality based on the profileelements and the generated and presented visualization of thereconciliation of the brand profile elements and the media asset profileelements that includes comparing at least ten most predominant profileelements of each of the media asset and of the brand and at least tenleast predominant profile elements of each of the media asset and of thebrand. In one example embodiment of the invention, a personality of aparticular brand can be compared to the personalities of the “otherbrands” considered and how the choice of a particular media asset canmove a brand toward or away from the “other brands.” This can alsoinclude comparing at least ten most predominant brand personality traitsto at least ten most predominant additional brand personality traits andto at least ten most predominant media asset personality traits,comparing at least ten least predominant brand personality traits to atleast ten least predominant additional brand personality traits and toat least ten least predominant media asset personality traits,identifying an alternative media asset with alternative media assetpersonality traits that are more similar than the media assetpersonality traits of the media asset, and substituting the alternativemedia asset for the media asset in an advertising campaign.

In one example embodiment, the comparison can also include comparing atleast ten most predominant brand personality traits to at least ten mostpredominant additional brand personality traits and to at least ten mostpredominant media asset personality traits, comparing at least ten leastpredominant brand personality traits to at least ten least predominantadditional brand personality traits and to at least ten leastpredominant media asset personality traits, identifying an alternativemedia asset with alternative media asset personality traits that aremore dissimilar than the media asset personality traits of the mediaasset, and substituting the alternative media asset for the media assetin an advertising campaign.

BRIEF DESCRIPTION OF THE DRAWINGS

The patent or application file contains at least one drawing executed incolor. Copies of this patent or patent application publication withcolor drawing(s) will be provided by the Office upon request and paymentof the necessary fee.

FIG. 1 shows an insight generation system architecture in accordancewith the invention.

FIGS. 2A-2F show user interface screens illustrating a method ofgenerating brand, audience, and content insights using an insightgeneration system in accordance with the invention.

FIGS. 3A-3E show user interface screens illustrating a method ofgenerating additional content insights for programs, channels, genres,web, and social networks using an insight generation system inaccordance with the invention.

FIG. 4A shows a user interface screen illustrating a method ofgenerating additional insights for a content genre in accordance withthe invention.

FIG. 4B shows a user interface screen illustrating a radar graph of abrand and example content genre in accordance with the invention.

FIG. 4C shows a user interface screen illustrating a radar graph of abrand and another example content genre in accordance with theinvention.

FIGS. 5A-5G show user interface screens illustrating a method ofgenerating audience insights for audience personalities using an insightgeneration system in accordance with the invention.

FIG. 6 shows a section of an example two-dimensional representation ofprofile elements database in accordance with the invention.

FIG. 7A shows an example of a highlighted view of profile element scoresof a brand and content items in accordance with the invention.

FIG. 7B shows an example of a highlighted view of aggregate distancesfrom a brand to content items in accordance with the invention.

FIG. 8A shows an example of ranking profile elements for closest contentitems for an example brand in accordance with the invention.

FIG. 8B shows an example of ranking profile elements for closest contentitems and content subgroups for an example brand in accordance with theinvention.

FIGS. 9A-9B show an example brand listing of top 10 and bottom 10profile elements by brand.

FIG. 9C shows an example of top 10 and bottom 10 profile elements byclosest content items.

FIG. 10A shows an example determination of a brand's strengths andweaknesses in accordance with the invention.

FIGS. 10B-10C show selected profile element listings based on strengthsand weaknesses of a brand.

FIG. 11A shows determination of strength and weakness profile elementsof content items in accordance with the invention.

FIGS. 11B-11C show selected profile element listings based on strengthsand weaknesses of a content items in accordance with the invention.

FIG. 12 shows a simplified table of selected profile elements fordisplay, selected by brand in accordance with the invention.

FIGS. 13A-13D show a simplified profile element selection process tointroduce the complex selection process performed in accordance with theinvention.

FIG. 14 shows an example displayed radar graph in accordance with theinvention with 12 profile elements selected for the axes.

DETAILED DESCRIPTION

The invention provides an insight generation tool that receives brand,audience, and content personalities and profile elements from anartificial intelligence system, such as a cognitive computer system, anddetermines and provides client and agency insights. Brand personality ismatched with audience personality is matched with content personality.Profile elements of the brand, the audience, and the content arematched. Agency content and branded media content is identified,selected, and distributed over video distribution networks based on therelationship between the brand personality, the media contentpersonality, and the audience personality. The invention improves theeffectiveness of targeted advertising of media content providers byevaluating multiplatform content offerings and identifies content thathas the closest personality. Advertising customers can then takeadvantage of these matches and associate their advertisements to thatcontent, thus providing audiences with a more effective, context-basedcommunication.

The invention receives profile elements, including personality traits,values, and needs from a cognitive computer server and generatesinsights based on the profile elements of the brand, the content, andthe audience, and the relationship between the profile elements of thebrand, the content, and the audience. The invention provides insightvisualization to instantiate the relationship between the many profileelements. The invention determines the relationships between the profileelements using distance algorithms and selection criteria to limit thevisual profile elements to a manageable representation. The inventionprovides an intuitive user interface to generate and visualize theprofile elements' relationships and to create bases for advertisementcampaign actions related to the brand, the content, and the audience.

FIG. 1 shows a block diagram of a network of data processing systems inwhich illustrative embodiments of the invention can be implemented.Insight generation system 100 includes network 199. Network 199 is themedium used to provide communications links between various devices andcomputers connected together within insight generation system 100.Network 199 can include connections, such as wire, wirelesscommunication links, or fiber optic cables. Network 199 can represent acollection of networks and gateways that use the Transmission ControlProtocol/Internet Protocol (TCP/IP) and other communication protocols tocommunicate with one another and with devices connected to the network199. One example communication network 199 is the Internet, which caninclude data communication links between major nodes and/or hostcomputers, including thousands of commercial, governmental, educational,and other computer systems that route data and messages. Insightgeneration system 100 can also be implemented over a number of differenttypes of networks, such as for example, an intranet, a local areanetwork (LAN), or a wide area network (WAN). FIG. 1 is one example of anenvironment of the invention and is not an architectural limitation fordifferent illustrative embodiments of the invention.

Clients and servers are only example roles of certain data processingsystems and computer systems connected to network 199 do not excludeother configurations or roles for these data processing systems. Insightgeneration server 150 and cognitive computer server 140 couple tonetwork 199 along with storage units (databases) 160, 162, 164, 166.Software applications can execute on any computer in the system 100.User computers (clients) 102, 104, 106 are also coupled to network 199.A data processing (computer) system, such as servers 140, 150 andclients 102, 104, 106 can include data and can have softwareapplications and/or software tools executing on them.

FIG. 1 shows an example system architecture and shows certain componentsthat are usable in an example implementation of the invention. Forexample, servers 140, 150 and clients 102, 104, 106 are depicted asservers and clients only as example and not to imply a limitation to aclient-server architecture. In another example embodiment of theinvention, the system 100 can be distributed across several dataprocessing (computer) systems and a data network as shown. Similarly, inanother example embodiment of the invention, the system 100 can beimplemented on a single data processing system within the scope of theillustrative embodiments. Data processing (computer) systems 102, 104,106, 140, and 150 also represent example nodes in a cluster, partitions,and other configurations suitable for implementing an embodiment.

User computers 102, 104, 106 can take the form of a smartphone, a tabletcomputer, a laptop computer, a desktop computer, a wearable computingdevice, or any other suitable computing device. Software applicationprograms described as executing in the insight generation system 100 inFIG. 1 can be configured to execute in user computers in a similarmanner. Data and information stored or produced in another dataprocessing system can be configured to be stored or produced in asimilar manner.

Applications 122, 124, 126 implement an embodiment or function of theinvention as described further herein. For example, application 122receives an entry from insight generation server 150 that includesprofile elements from cognitive computer server 140.

Application 122 implements an embodiment or a function as described tooperate in conjunction with application 152 on the insight generationserver 150. For example, application 152 produces actionable profileelements based on personality data inputs created by application 142 ofthe cognitive computer server.

Servers 140 and 150, storage units (databases 160, 162, 164, 166, anduser computers (clients) 102, 104, and 106 may couple to network 199using wired connections, wireless communication protocols, or othersuitable data connectivity. User computers (clients) 102, 104, and 106may be, for example, personal computers or network computers.

In the depicted example, insight generation server 150 may provide data,such as boot files, operating system images, and applications to usercomputers (clients) 102, 104, 106. Clients 102, 104, 106 may be clientsto server 150 in this example. Clients 102, 104, 106, or somecombination, may include their own data, boot files, operating systemimages, and applications. Insight generation system 100 may includeadditional servers, clients, and other devices that are not shown.

Among other uses, insight generation system 100 may be used forimplementing a client-server environment in accordance with theinvention. A client-server environment enables software applications anddata to be distributed across a network such that an applicationfunctions by using the interactivity between a user computer and aserver. Insight generation system 100 may also employ a service-orientedarchitecture, where interoperable software components distributed acrossa network can be packaged together as coherent applications.

Cognitive Computer System

In one example embodiment of the invention, a cognitive computer systemincludes a personality insights service that receives questions such as,“What personality does this brand have?” In one example embodiment ofthe invention, a cognitive computer system receives written materialsand performs text recognition of the written materials. The insightsservice builds an answer to the question by linguistically analyzing thewritten materials and predicting personality characteristics, profileelements, needs, and values based on the written text (materials). Thecognitive computer system identifies the brands' uses and preferences onan individual or aggregate level. The service uses linguistic analyticsto infer personality characteristics from digital communications, suchas written copy, transcripts of advertisements, scripts, emails, textmessages, tweets, and forum posts. The linguistic analytics also inferneeds and values, such as a particular portion or feature with which aperson agrees, and principles or standards that shape the manner inwhich a person behaves. The service infers portraits of brands thatreflect the user's personality characteristics, profile elements, needs,and values. Other example cognitive computer systems perform imagerecognition or a combination of image and text recognition tocharacterize a document and provide a personality analysis, includingprofile elements. Examples of cognitive computer systems that can beused include IBM Watson, Facebook Rosetta, Microsoft Azure, AmazonRekognition, Google Vision systems, and other text, linguistic, andimage recognition systems. As a media provider, knowing about theindividual viewers to whom you are marketing and selling becomes veryimportant. The system tracks the words and sentence structures used inthe written text and uses machine learning to determine the personalityof brands, content, and audiences.

In one example embodiment of the invention, a cognitive computer systemincludes a database of files, including deconstructed document textbased on written communications. The cognitive computer system receivesand stores written communications and documents that includeunstructured and semi-structured data. The cognitive computer systemindexes the files and creates a search index from which the files areread. The documents and files are incorporated into a database of thecognitive computer system in a similar fashion to how a search enginebuilds its index.

The cognitive computer system is presented with a (written) question,such as, “What personality does brand X have?” The cognitive computersystem uses the (written) question in its text form as a search query tosearch the cognitive computer database. The cognitive computer systemmatches the search query to information in the search index, identifiesresults of the search query, and ranks the results as relevant based onthe indexing and other factors. Different cognitive computer systems canrank the results differently based on on-page factors (e.g., keywords,keyword density, document content, alt tags, title tags, URL structure,heading tags, meta tags, and other on-page factors) and off-page factors(e.g., quality links, comment links, article directories, link exchangeschemes, forum postings, social networking promotion, and other off-pagefactors). The highest ranked search results are identified and used withthe question to retrieve support evidence (e.g., written materials) fromthe database.

The accuracy of each of the search results is evaluated based on theretrieved written materials and scored. The scoring can include a listof profile elements, needs, and values, and a confidence score can beincluded with the results.

Insight Generation

The insight generation systems and methods of the invention extend theusefulness of raw profile elements and provide tools to see further intothe dynamics and relationships of brands to content to audiences and tounderstand the nature, significance, and meaning of those relationships.

Insight Visualization

The insight generation systems and methods of the invention providevisualization of the brand(s), content, and audience personality traitsand profile elements. The profile elements are then displayed as amultivariate data set in a radar graph. The invention determines thedistance between points of the brand, content, and audience profileelements of the radar graph to determine similarities and differencesbetween those profile elements of the brand, content, and audience. Theinvention maps the similarities and differences between the profileelements to provide a visual representation of the profile elements andto provide insight into how the brand, content, and audience can bemodified to enhance or diminish selected profile elements. An exampleusing systems and methods of the invention showing sample calculations,visualizations, and insight determinations is shown below.

Distance Determinations

As outlined above, the invention receives profile element descriptionsfrom a cognitive computer system and processes the profile elements toidentify and select a number of elements for visualization. Previoussystems to improve targeted advertising, including early versions ofcommercial offerings of the claimed invention, sought to address onlyprogram and advertisement relationships and did not consider or addressbrand comparisons and audience personalities. The systems and methods ofthe invention expand capabilities of previous systems to identifyrelationships and metrics previously unknown. The computer methods ofthe invention expand the capabilities of previous computer systems toconsider profile elements and their relationships in a (more than)fifty-dimensional space. The computer methods of the invention includedistance determination algorithms that reduce the computer processingpower and time needed by identifying the most relevant profile elementsand discarding less relevant variables to reduce computer processingtime needed to construct and visualize the profile elementrelationships. Incorporating audience personalities and profile elementsprovides additional insights into brand and content acceptance andenhances the ability to match content and brands and audiences.Expanding brand comparisons across market segments and competitorsprovides insights for further development of a brand's personality andits movement toward or away from identified profile elements.

The invention receives profile element descriptions from a cognitivecomputer system and processes the profile elements to identify andselect a number of elements for visualization. The invention identifiesand plots brand profile elements on a radar graph showing a series ofvalues over multiple quantitative variables (i.e., the profileelements). The distance determinations below receive the approximatelyfifty profile elements and cull the profile elements to those mostrelevant. The invention then creates a radar graph of the relevantprofile elements while eliminating outliers and accounting forcommonality coefficients and explained variance.

Example distance calculations and the manner in which they are used tovisualize the relationships between brands, audiences, and content areoutlined below.

Assuming there is a set V (set of Brands and Contents), and a function D

D: V×V→[0,∞)

where D is such a function that given three elements in V, (that is, x,y, z∈V), D meets the following properties:i. D(x, y)≥0.ii. D(x,y)=0, if and only if x=y.iii. D(x, y)=D(y, x).iv. D(x, y)≤D(x, z)+D(z, y).

Two distances that can be used in the case where V: ={Brands andContents} are the Manhattan Distance and the Euclidian Distance. AManhattan Distance is the distance traveled to get from one data pointto another if a grid-like path is followed. The Manhattan Distancebetween two points is the sum of the differences of their correspondingdistance components. In one example embodiment of the invention, thereis a brand M_(j) and an item of content C_(k). In an example embodimentof the invention where 47 profile elements are used, the brand M_(j) andthe item of content C_(k) are represented respectively as:

M _(j)=(x ₁ ^(j) ,x ₂ ^(j) , . . . ,x ₄₇ ^(j),)

and

C _(k)=(y ₁ ^(k) ,y ₂ ^(k) , . . . ,y ₄₇ ^(k),)

From the above, the Manhattan Distance is given by:

$\begin{matrix}{{D_{M}\left( {M_{j},C_{k}} \right)} = {\sum\limits_{m = 1}^{47}{{x_{m}^{j} - y_{m}^{k}}}}} & (1)\end{matrix}$

Euclidian Distance can also be used in an example embodiment of theinvention, assuming M_(j) y C_(k) are defined above. Euclidian distancemeasures “as-the-crow-flies” distance. The Euclidian Distance betweentwo points is the square root of the sum of the squares of thedifferences between corresponding values. In the example embodiment ofthe invention outlined above with 47 profile elements, the Euclidiandistance D_(E) between points is given by:

D _(E)(M _(j) ,C _(k))=Σ_(m=1) ⁴⁷(x _(m) ^(j) −y _(m) ^(k))²  (2)

In the example embodiment of the invention further described below:

“Multivariate distance” is referred to D_(M) ∘D_(E), and

“Univariate distance” refers to each of the components that is |x_(m)^(j)−y_(m) ^(k)|∘(x_(m) ^(j)−y_(m) ^(k))².

Initial Scan

In one example implementation of the invention, a system performs aunivariate exploratory analysis of 47 profile elements, discriminatingby brand and content, for each of 68 brands and for 115 content items.The profile elements make up the personality traits. This initial scandetermines and measures a central value for the distribution (i.e., acentral tendency, or a typical score for that variable) and an extent towhich the distribution is stretched or squeezed (i.e., dispersion, orhow much variety there is in the scores) for each of the profileelements. The initial scan provides a manner in which to observe acentral tendency and dispersion for each of the profile elements and toobserve if they are all discriminating brands and content items,respectively.

The range of some profile elements between brands (and between contentitems) often is very wide, and the range of others (i.e., the ordinalmeasure of dispersion) is very narrow. In one example embodiment of theinvention, there are no profile elements for either content items or forbrands whose range is below 0.2 and therefore, it is not possible toeliminate any profile element based on this criterion.

Once the initial scan analysis has been carried out, the results showthat there are groups of profile elements with very high values for themajority of the population (e.g., brands or content items as the casemay be). Similarly, there are groups of profile elements with very lowvalues. Calculating and plotting all 47 profile elements for each brand,item of content, and audience is computationally onerous and presents acrammed radar graph. As shown below, the invention uses a number oftechniques to limit the data sets to visualize the relevant profileelements effectively and efficiently. For example, in one exampleembodiment of the invention, 12 profile elements are selected forvisualization. The 12 (or other subset of) profile elements can beplotted on a radar graph and analyzed, as outlined below.

Display Options

In one example embodiment of the invention, a system and method use the4 closest content items, by subtype of content, to construct a selectionalgorithm to select the profile elements to be identified and plotted ona radar graph. For example, one example selection algorithm uses NearestChannel, Nearest Social Network, Nearest Genre, and Nearest Program toconstruct a selection algorithm. One example embodiment of the inventionshown in FIGS. 3A-3E shows content 302 with “subtypes” of content thatincludes channels 306, social networks 312, genres 308, and programs304. The three closest content items can include Nearest Channel,Nearest Social Network, Nearest Gender and Nearest Program. In anotherexample embodiment of the invention, a system and method use the 3closest contents in general to construct a selection algorithm. Further,in another example embodiment of the invention, a system and methodmodify the closest content items. That is, the system and method use the4 closest contents by content subtype (e.g., Nearest Channel, NearestSocial Network, Nearest Genre, and Nearest Program) and eliminates thestrengths and weaknesses criteria to construct a selection algorithm.The display can be constructed when there is only one brand. Examples ofpseudo-algorithms (pseudo-codes) used to arrive at the displayedvisualizations for each one of the example options are shown below. Thealgorithms identify example steps taken in accordance with the inventionto prepare, analyze, characterize, sort, and display the profileelements information.

Example Distance Algorithm 1

First, the profile elements database 166 is standardized and dividedinto three different databases (tables), one for content, one for brandsand one for audiences. FIG. 6 shows a section 600 of an exampletwo-dimensional representation of profile elements database 166 beforeit is standardized and divided into the content, brands, and audiencedatabases. While countless brands can be evaluated and displayed usingthe systems and methods of the invention, for clarity and brevity, onlytwenty-five brands are shown in FIG. 6. Likewise, for simplicity, FIG. 6shows an abbreviated number of profile elements (e.g., columns 604, 606,608, 610, 612, 614, 634, and 636) from the over fifty profile elementstypically used by the invention to evaluate the brands, content, andaudience. The section of a database file shown in FIG. 6 helpsillustrate the many (50+)-dimensioned analysis performed by the systemsand methods of the invention that cannot be performed or visualized on atwo-dimensional page.

The insight generation server 150 indexes the database files and createsa search index 167 from which the database files are read. The documentsand database files are incorporated into the profile elements database166 of the system 100 in a similar fashion to how a search engine buildsits index. The profile elements database 166 can be indexed by eachprofile element or by other key attributes of each database file. Eachof the content, brand, and audience tables can be stored in a databaseas well, such as in content database 160, brand database 162, andaudience database 164. These database files can also be indexed byinsight generation server 150, and search indices 161, 163, and 165 canbe created from which the database files are read. The insightgeneration server 150 verifies that there are no duplicate files in thedatabase(s) 160, 162, 164, 166, and the names and fields of the databasefiles are standardized (e.g., scaled, transformed to a common format,and other standardizations) for internal consistency and to enablerelevant comparisons outlined below. In the example section 600, brand688 is highlighted to show some of the calculations for profile elements604, 606, 608, 610, 612, 614, 634, and 636.

Calculating Manhattan Distances

The systems of the invention calculate multivariate Manhattan distances,where the distances of each brand versus all the content items arecalculated. That is, for each brand, the insight generation server 150calculates a Manhattan distance based on the distance from each of theprofile elements of the brand to each of the profile elements of each ofthe content items. FIG. 7A shows a highlighted view of the profileelement score 715 for brand 788. FIG. 7A also shows a highlighted viewof the profile element scores for each content item. For example,reference numeral 705 is the profile score for profile element 715(“achievement striving”). The Manhattan distances are calculated fromthe profile element scores of each brand 788 to the profile elementscores of each of the content items 710, 720, 730, 790. The system thenaggregates the Manhattan distances from each brand to each content itemas shown in FIG. 7B. One example aggregate Manhattan distance from thebrand 788 to the content item 765 is shown as reference numeral 775. Thesystems and methods of the invention can graphically display the resultsof these calculations, but it is impossible to glean insights from theserelationships by viewing over 4,300 vectors in a fifty-dimensionalspace. Instead, the systems and methods of the invention apply analysisalgorithms to cull the dataset and graphically display brand, content,and audience relationships that provide useful and actionable insights.

Ranking Content Items by Manhattan Distances

For example, once the (Manhattan) distance is determined for each brandto each of the content items, the insight generation server 150 compilesthe univariate distances and calculates and sorts the aggregatedistances. In one example embodiment of the invention, the insightgeneration server 150 sorts the content items for each brand accordingto the distance from the brand to the content item, from shortestdistance to farthest distance. FIG. 8A shows the aggregate (Manhattan)distances by content item. The content items 829, 831, 833 etc. areranked by shortest aggregate Manhattan distance to the brand (788 fromFIG. 7). In one example embodiment of the invention shown in FIG. 8A,the top ten ranked content items (based on shortest Manhattan distance)are then displayed in the platform 840 of a radar graph 846 as shown inFIG. 8A (and in FIGS. 4B and 4C). As shown in an example two-dimensionalclassification 800 in FIG. 8B, in one example embodiment of theinvention, the insight generation server 150 determines aggregateManhattan distances between all brands and all content items, includingbrand 888 and its respective 3 closest content items 829, 831, 833 andidentifies the three closest content items (first three) 829, 831, 833and the nearest channel (content item) 809, nearest social network(content item) 813, nearest genre (content item) 808, and nearestprogram (content item) 804, as outlined above and shown in FIG. 8B.Based on these content rankings by shortest Manhattan distance to brand888, a list of content items between 4 and 6 items is generated. Thatis, just as in FIG. 8B, some of the three closest content items may alsobe a first channel, a first social network, a first genre, and/or afirst program. So for the example shown in FIG. 8B, the comprehensivelist of content items includes content item 829 (first content item andfirst channel), content item 831 (second content item), content item 833(third content item and first social network), content item 808 (firstgenre), and content item 804 (first program).

The insight generation server 150 creates a fifty-plus dimension tableand a corresponding database file characterizing the distances. That is,in the table, all brands and their respective three closest contentitems are saved along with the closest content items by subtype. Oneexample embodiment of the invention shown in FIGS. 3A-3E shows content302 with “subtypes” of content that includes programs 304, channels 306,genres 308, web 310, and social networks 312. The closest contentsubtypes can include Nearest Channel, Nearest Social Network, NearestGenre, and Nearest Program, as described above with regard to FIG. 8B.It is not possible to compute and visualize manually the relationshipsof brands, content, and audiences in the more than fifty-dimension spacethat the invention performs. To determine the key relationships (e.g.,between brands and content and audiences) and to glean insights fromthose relationships, the systems and methods of the invention applyprofile analysis techniques as outlined below. From these relationships,the systems and methods of the invention identify and reduce the numberof relevant profile elements and provide graphical user interfaces withwhich to further examine the identified profile elements. Advertisingcustomers can then take advantage of these insights and associate theiradvertisements to identified content, thus providing audiences with amore effective, context-based communication.

Determining Top and Bottom Brand Profile Elements

In one example embodiment of the invention, the insight generationserver 150 culls the number of profile elements for furtherconsideration and display (visualization) based on the respectivedistances from each brand to each item of content. To reduce the list ofprofile elements considered, the top and bottom profile elements foreach brand are identified. For example, as shown in FIGS. 9A and 9B, foreach brand, 10 variables (profile elements) with the highest profileelement values (scores) and 10 variables (profile elements) with thelowest profile element values are identified by the insight generationserver 150 and saved as a table (file) and stored in profile elementsdatabase 166. FIG. 9A shows highlighted brand 988 with the 10 profileelements with the highest profile element values 989, and FIG. 9B showshighlighted brand 988 with the 10 profile elements with the lowestprofile element values 990. The insight generation server 150 equatesthe raw database vectors from FIG. 6 into a ranking. For example, inFIG. 6, for brand 688, the highest profile element score was 0.949503388(see “closeness” reference element 622), followed by 0.9171652 (see“agreeableness” reference element 624). Similarly, the insightgeneration server 150 identifies the next eight highest profile elementscores to create the 10 variables (profile elements) with the highestprofile element scores 989 (in FIG. 9A). Likewise, as further shown inFIG. 6, for brand 688, the lowest profile element score was 0.1421456(see “self-expression” reference element 642 in FIG. 6 and referenceelement 942 in FIG. 9B), which is designated in the Bottom 10 (referenceelement 990 in FIG. 9B). The next-lowest profile element score is0.18154258 (see “hedonism” reference element 646 in FIG. 6). Similarly,the insight generation server 150 identifies the next eight lowestprofile element scores to create the 10 variables (profile elements)with the lowest profile element scores 990. In other example embodimentsof the invention, the insight generation server 150 selects more orfewer than 10 profile elements.

Determining Top and Bottom Content Item Profile Elements

Similarly, as was done with the brand, the insight generation server 150culls the number of profile elements for further consideration anddisplay (visualization) based on the respective distances from eachbrand to each item of content. To reduce the list of profile elementsconsidered, the top and bottom profile elements for each content itemare identified. For example, as shown in FIG. 9C, for each closescontent item 829, 831, 833, 808, and 804 determined in FIGS. 8A-8B,insight generation server 150 identifies the 10 profile elements withthe highest profile element scores and 10 profile elements with thelowest profile element scores and saves these elements as tables (files)in profile elements database 166. FIG. 9C shows highlighted contentitems 929, 931, 933, 908, and 904 with the 10 profile elements with thehighest profile element scores 971, and the 10 profile elements with thelowest profile element scores 973. The insight generation server 150equates the raw database vectors from FIG. 6 into a ranking of the tenhighest profile element scores 971. Likewise, insight generation server150 equates the raw database vectors from FIG. 6 into a ranking of theten lowest profile element scores 973. The highest and lowest profileelement score determination is repeated for the other content items 931,933, 908, and 904. As before, in other example embodiments of theinvention, the insight generation server 150 selects more or fewer than10 profile elements.

Determining Strengths and Weaknesses of Brands

For each brand, the strengths and weaknesses of the brands aredetermined. That is, those variables (profile elements) that are astrength of the brand with respect to other brands are sought, and themaximum strengths that are furthest from the bulk of the data arechosen. “Maximum strengths” are those profile elements that are furthestremoved (higher) from the average-value profile elements. The maximumstrengths can be thought of as outliers or other measurement points thatdiffer most significantly (higher) from the other observed points. Eachprofile element for each of the brands and for each content item isprocessed by the insight generation server 150, and all brands andcontent are ranked based on their profile element scores. If theevaluated brand, such as brand 1088 in FIG. 10A, is above apredetermined threshold, that profile element is determined to be a“strength” of the brand. In the simplified example shown in FIG. 10A,for the profile element “closeness” 1004, the brand 1088 is above thepredetermined threshold 1099, and closeness 1004 is deemed a strength ofthe brand. Similarly, if the evaluated brand, such as brand 1088 in FIG.10A, is below a predetermined threshold 1098 for a particular profileelement, that profile element is determined to be a “weakness” of thebrand. In the simplified example shown in FIG. 10A, for the profileelement “curiosity” 1058, the brand 1088 is below the predeterminedthreshold 1098, and curiosity 1058 is deemed a weakness of the brand. Inthis example case, a profile element is defined as a strength if thebrand is above the 80^(th) percentile of the set of brands for thatspecific profile element, and a profile element is deemed to be aweakness if the brand is below the 20^(th) percentile of the set ofbrands for that specific profile element. In other example embodimentsof the invention, different thresholds can be selected.

As shown in FIG. 10B, the strengths of the brand 1088 identified by theinsight generation server 150 include modesty 1002 and closeness 1004.While the profile element closeness 1004 had the highest profile elementscore (as described above with regard to reference numeral 622 in FIGS.6 and 922 in FIG. 9A), closeness 1004 was “not as different” for brand1088 than it was for the other brands. As such, modesty 1002 was thehighest strength for brand 1088. For those brands that were not abovethe 80^(th) percentile of the set of brands for that specific profileelement, an “N/A” designation is shown in FIG. 10B.

Similarly, as shown in FIG. 10C, for each brand, those variables(profile elements) that are a weakness of the brand with respect toother brands are sought and the 10 weaknesses that are furthest from thebulk of the data are chosen. That is, “greatest weaknesses” are thoseprofile elements that are furthest removed (lower) from theaverage-value profile elements. The greatest weaknesses can be thoughtof as outliers or other measurement points that differ mostsignificantly (lower) from the other observed points. In this case, aprofile element is defined as a weakness if the brand is below the 20thpercentile of the set of brands for that specific profile element. Inother example embodiments of the invention, different thresholds can beselected. For those brands that were not below the 20^(th) percentile ofthe set of brands for that specific profile element, an “N/A”designation is shown.

As shown in FIG. 10C, the greatest weaknesses of brand 1088 identifiedby the insight generation server 150 include profile elementsimmoderation 1052 and fiery 1054. While the profile elementself-expression 1042 had the lowest profile element score (as describedabove with regard to FIG. 6 and FIG. 9B), self-expression 1042 was “notas different” for brand 1088 than it was for the other brands. As such,immoderation 1052 was the biggest weakness for brand 1088.

Determining Strengths and Weaknesses of Content Items

In a similar fashion, the ten greatest strengths and ten greatestweaknesses are calculated for the individual content items as shown inFIGS. 11A-11C. That is, for each content item, those variables (profileelements) that are a strength of the content item with respect to theother content items are identified and the 10 strengths that arefurthest from the bulk of the other content items are chosen. As before,each profile element for each of the brands and for each content item isprocessed by the insight generation server 150, and all brands andcontent are ranked based on their profile element scores. If theevaluated content item, such as content item 1129 in FIG. 11A, is abovea predetermined threshold, that profile element is determined to be a“strength” of the content item. In the simplified example shown in FIG.11A, for the profile element “closeness” 1104, the content item TLC 1129is above the predetermined threshold 1199, and closeness 1104 is deemeda strength of the content item. Similarly, if the evaluated contentitem, such as content item 1133 in FIG. 11A, is below a predeterminedthreshold 1198 for a particular profile element, that profile element isdetermined to be a “weakness” of the content item. In the simplifiedexample shown in FIG. 11A, for the profile element “curiosity” 1158, thecontent item 1133 is below the predetermined threshold 1198, andcuriosity 1158 is deemed a weakness of the content item.

In this example case, a profile element is defined as a strength if thecontent item is above the 80^(th) percentile of the set of content itemsfor that specific profile element, and a profile element is deemed to bea weakness if the content item is below the 20^(th) percentile of theset of content items for that specific profile element. In other exampleembodiments of the invention, different thresholds can be selected. Forthose profile elements where the content item was not above the 80^(th)percentile of the set of content items for that specific profileelement, an “N/A” designation is shown. For those profile elements wherethe content item was not below the 20^(th) percentile of the set ofcontent items for that specific profile element, an “N/A” designation isshown.

As shown in FIGS. 11B-11C, for each content item, the systems determinethose variables (profile elements) that are a strength of the contentitem and those profile elements that are a weakness of the content itemwith respect to other content items, and top 10 strengths and the top 10weaknesses are identified and selected. That is, “greatest weaknesses”are those profile elements that are furthest removed (lower) from theaverage-value profile elements. The greatest weaknesses can be thoughtof as outliers or other measurement points that differ mostsignificantly (lower) from the other observed points.

Reducing Profile Elements Based on Strengths-Weaknesses/Top-Bottom ofBrands and Content Items

To further refine the profile elements, in one example embodiment of theinvention, the insight generation server 150 compares the strengths andweaknesses of the brand 1088 (such as the strengths and weaknesses ofthe brand shown in FIGS. 10B and 10C, respectively) to the strengths andweaknesses of the content items (such as the strengths and weaknesses ofthe content items shown in FIGS. 11B and 11C, respectively) and theunivariate (aggregate) distances of the profile elements of the brand tothe profile elements of the content items.

Specifically, the insight generation server further limits the numberand type of vector candidates (brand-to-content-item distancecomparisons) for display as profile elements on a radar graph. Themanner in which the insight generation server calculates and determinesthe profile elements exponentially reduces the computing power needed tocompute and map the vectors and to transfer the datasets over thecommunication network. Rather than calculate more than 4300 vectors, theinsight generation server culls the profile elements of the contentitems and audiences to produce radar graphs that provide actionableadvertising insights. The profile elements and insights are not buriedunder a mountain of computations or vectors that no user can interpret.

In one example embodiment of the invention, the insight generationserver 150 identifies strengths and weaknesses of the brands that arestrengths and weaknesses of the closest content items by subtype. In thetruncated example above and shown in FIG. 10B, the insight generationserver 150 analyzes brand 1088 and the top strengths 1002, 1004, 1006,1008, 1010, 1012, 1014, 1016, 1018, and 1020 of brand 1088. Likewise,the insight generation server analyzes brand 1088 and the top weaknesses1064, 1062, 1042, 1058, 1056, 1053, 1054, 1052, 1077, and 1079 as shownin FIG. 10C. In the example above shown in FIG. 10B, for brand 1088, thetop strengths are modesty 1002, closeness 1004, susceptible to stress1006, altruism 1008, outgoing 1010, cheerfulness 1012, and referenceelements 1014, 1016, 1018, and 1020, which represent that the profileelements did not reach the threshold percentile. Similarly, as shown inFIG. 10C, the top 10 weaknesses are immoderation, 1052, fiery 1054,self-enhancement 1053, assertiveness 1056, curiosity 1058,self-expression 1042, self-efficacy 1062, and achievement striving 1064.

The insight generation server 150 performed similar operations on theclosest content items, including the three closest content items 1129,1131, and 1133 from FIGS. 11B-11C and the closest content items bychannel, social network, genre, and program. The top strengths of thebrand and the top strengths of the closest content items are shown inexample comparison tables in FIG. 13A, and the weaknesses of the brandand the weaknesses of the closest content items by subtype are shown inFIG. 13B.

To further reduce the number of profile element vectors to select anddisplay, the invention compares the top strengths of the brand with thetop strengths of the closest content items (and by subtype). The profileelements found in both top strength sets are selected for display forthe radar graph. In the simplified example of FIG. 13A, profile elements1022, 1036, and 1056 have corresponding profile elements in the topstrengths of closest content items by subtype 1393. For example, profileelement modesty 1002 does not correspond to any of the top strengths inthe closest content items 1393. Profile element closeness 1022 has twocorresponding content items that also have closeness as a strength.Similarly, profile element altruism 1036 has three corresponding contentitems that also have altruism as a strength. Likewise, profile elementoutgoing 1056 has three corresponding content items that also haveoutgoing as a strength while profile element cheerfulness 1012 does notcorrespond to any of the top strengths in the closest content items. Asoutlined above, some profile elements are deemed to be undesirable,including profile element “susceptible to stress” 1006. In this example,profile element “susceptible to stress” 1006 is not chosen as a profileelement to be displayed. Of note is that the systems and methods of theinvention perform the analysis and the steps of the algorithms for allprofile elements, but do not display profile elements deemed to beundesirable. As a result, the profile elements selected for display onthe radar graph include closeness 1322, altruism 1336, and outgoing1356, which are also shown in the selected profile elements table ofFIG. 12.

The invention also compares the top weaknesses of the brand with the topweaknesses of the closest content items (including by subtype). Theprofile elements found in both top weakness sets are selected fordisplay for the radar graph. In the simplified example of FIG. 13B,profile elements curiosity 1046 and immoderation 1050 have correspondingprofile elements in the top weaknesses of closest content items 1395.These profile elements are selected for display and are shown in FIG.13B as profile elements immoderation 1350 and curiosity 1346, which arealso added to the selected profile elements table in FIG. 12.

To continue the reduction of profile elements to be displayed on a radargraph to 12 profile elements in this example, the insight generationserver 150 then examines and compares the Top 10 profile elements of thebrand to the Top 10 profile elements of at least one of the nearestcontent items 1397 (that is, the closest three content items and theclosest content items by subtype) and which are also part of the list ofprofile elements with shortest univariate distances. Some of the top 10profile element could also be duplicated in the strengths list. Whenthis happens, the next profile element in the list of profile elementsis added to the top elements. The top profile elements that are commonto both the brand and the content items are selected for display aswell, and in the simplified example of FIG. 13C, these include sympathy1377, practicality 1334, emotionality 1338, and orderliness 1392, whichare also added to the selected profile elements table in FIG. 12.

The next reduction step in one example embodiment of the inventionincludes the insight generation server 150 examining and comparing theBottom 10 profile elements of the brand to the bottom 10 profileelements of at least one of the nearest content items 1393 (includingthe closest content items by subtype) and which are also part of thelist of profile elements with shortest univariate distances. Some of thebottom 10 profile element could also be duplicated in the weaknesseslist. When this happens, the next profile element in the list of profileelements is added to the bottom elements. In the example of FIG. 13D,this includes excitement 1348, hedonism 1344, and self-expression 1342,which are also added to the selected profile elements table in FIG. 12.As was the case above, the invention does not select only the strongestprofile elements of the brand for comparison. The invention examines theprofile elements at both the top and bottom (strengths and weaknesses)of the brand that separate the brand from other brands. These are theprofile elements that comprise the “personality” of the brand, for allits good points and all its “less-good” points, much as a person'spersonality includes their top profile elements and their bottom profileelements. These profile elements are selected for display on the radargraph.

In the event that there are still missing profile elements needed tocomplete the 12 radar graph profile elements, the insight generationserver 150 selects those profile elements from those that remain withthe shortest distance between the brand and the first closest contentitem and uses these profile elements to complete the 12 axes of theradar graph. With these profile elements, the 12 axes of the radar graphare identified and selected.

Once the profile elements have been selected, the insight generationserver 150 generates radar graphs for the brand and content item. Asshown in FIG. 14, the radar graph 1487 includes the 12 profile elements1402, 1404, 1412, 1408, 1410, 1406, 1414, 1416, 1418, 1420, 1422, and1424 as the axes of the radar graph 1487. The insight generation server150 generates the brand polygon 1459 specifying the content item 1409and superimposing red 1466 and yellow 1468 lines on the radar graph 1487to represent the strengths and weaknesses, respectively, of the brand1488 that appear on the radar graph 1487.

At this point, the invention has determined the radar graphs for thebrand and the content item and maps the brand and content item profileelements as shown in FIG. 14. To map different audience profileelements, the systems and methods of the invention also analyze,convert, and reduce large audience databases into relevant profileelement sets that are displayed as radar graphs with the brand andcontent item (as in FIG. 14). To map different audience profileelements, the systems and methods of the invention determine theManhattan Distance for the different audiences based on the profileelement sets used for the brand and content items. The systems can thenrank the different audiences based on their respective Manhattandistance. The systems select, map, and display a radar graph for thatparticular audience. The systems of the invention can select those“closest” audiences with the shortest Manhattan distance or can selectan audience with a greater Manhattan distance to glean additionalinsights into the brand and content. For example, the “closest”audiences may be those ripe to identify, purchase, and use the brand,while “farther” audiences can be identified and displayed as radargraphs to glean information regarding brand movement needed to havegreater appeal to that audience. If a “farther” audience has a profileelement to which an advertiser or brand manager would like their brandto appeal, they may “move” the brand toward that profile element on theradar graph.

The invention analyzes profile elements of audiences and incorporatesthe audience, content, and brand personalities to provide insightsrelated to the different factors. The invention generates and displaysradar graphs to provide intuitive visualizations of the relationshipsamong the brand, content, and audience and to facilitate marketing,advertising, and branding actions.

Example Distance Algorithm 2

In another example embodiment of the invention, the insight generationserver 150 creates the profile elements database 166 as outlined abovewith regard to example distance algorithm 1. The profile elementsdatabase is standardized and divided into three different databases(tables), as above and shown in FIG. 6. The insight generation server150 indexes the database files and creates a search index from which thedatabase files are read. The insight generation server 150 verifies thatthere are no duplicate files in the database(s) and the names and fieldsof the database files are standardized. The insight generation server150 calculates multivariate Manhattan distances of each brand versus allthe content items. The insight generation server 150 determinesdistances for all brands and their respective closest content items. Theinsight generation server 150 creates a fifty-plus dimension table andcorresponding database files characterizing the distances.

In this example embodiment of the invention as well, the insightgeneration server 150 culls the number of profile elements for furtherconsideration and display (visualization) based on the respectivedistances from each brand to each item of content. For each brand, 10variables (profile elements) with the highest values and 10 variables(profile elements) with the lowest values are identified by the insightgeneration server 150 and saved as a table (file) and stored in profileelements database 166.

As was the case with the previous example distance algorithm, for eachbrand, those variables (profile elements) that are a strength of thebrand with respect to other brands are sought, and the maximum strengthsthat are furthest (removed) from the bulk of the data are chosen using apercentile threshold (e.g., above the 80th percentile of the set ofbrands for that specific profile element). Similarly, for each brand,those variables (profile elements) that are a weakness of the brand withrespect to other brands are sought and the 10 weaknesses that arefurthest from the bulk of the data are chosen using a percentilethreshold (e.g., below the 20th percentile of the set of brands for thatspecific profile element).

As above, the system determines a univariate distance (Manhattan)between each of the content items and each of the brands. That is, aunivariate distance (Manhattan) is calculated profile element-by-profileelement between brand and each content item.

Once the (Manhattan) distance is determined for each brand to each ofthe content items, the insight generation server 150 compiles theunivariate distances and calculates and sorts the aggregate distances.In one example embodiment of the invention, the insight generationserver 150 sorts the content items for each brand according to thedistance from the brand to the content item, from shortest distance tofarthest distance. The content items are ranked by shortest aggregateManhattan distance to the brand and the 3 closest content items areidentified.

The insight generation server 150 creates a fifty-plus dimension tableand a corresponding database file characterizing the distances andstores the database files in the profile element database 166. That is,in the tables, all brands and their respective three closest contentitems are saved.

To further refine the profile elements, the insight generation server150 compares the strengths and weaknesses of the brand to the strengthsand weaknesses of the content items (e.g., 3 closest content items).

As above, in this example algorithm, the insight generation server 150compares the strengths and weaknesses of the brand that are strengthsand weaknesses of the 3 closest content items and selects those profileelements.

In this example algorithm, the insight generation server 150 thenidentifies the profile elements that are in the top 10 of the brands andare in the top 10 of the 3 closest content. The insight generationserver 150 selects those profile elements that meet these criteria.

In this example algorithm, the insight generation server 150 thenidentifies the profile elements that are in the bottom 10 of the brandand are in the bottom 10 of the 3 closest content items. The insightgeneration server 150 selects those profile elements that meet thesecriteria.

In the event that there are fewer than 12 profile elements selected forthe radar graph axes at this point, the insight generation serverselects the profile elements from those that remain with the shortestdistance between the brand and the first closest content item and usesthese profile elements to complete the 12 axes of the radar graph. Withthese profile elements, the 12 axes of the radar graph are identifiedand selected.

Once the profile elements for each brand have been selected, the insightgeneration server 150 generates radar graphs for each brand and for eachof the content items. As displayed with regard to the algorithm above,the radar graph includes the 12 profile elements as the axes of theradar graph. The insight generation server 150 generates the brandpolygon specifying the content item and superimposing red and yellowlines on the radar graph to represent the strengths and weaknesses ofthe brand that appear on the radar graph.

As can be seen from the list of profile elements selected using thissecond example algorithm in accordance with the invention, the radargraph axes may be slightly different than the radar graph axes generatedby the invention using algorithm 1 above.

Example Distance Algorithm 3:

In another example embodiment of the invention, the insight generationserver 150 creates the profile elements database 166 as outlined abovewith regard to the other example distance algorithms. The profileelements database is standardized and divided into three differentdatabases (tables), as above and shown in FIG. 6. The insight generationserver 150 indexes the database files and creates a search index fromwhich the database files are read. The insight generation server 150verifies that there are no duplicate files in the database(s) and thenames and fields of the database files are standardized. The insightgeneration server 150 calculates multivariate Manhattan distances ofeach brand versus all the content items. The insight generation server150 determines distances for all brands and their respective closestcontent items and groups each of the brands, content items, nearestchannel, nearest social network, nearest genre, and nearest program, asoutlined above. The insight generation server 150 creates a fifty-plusdimension table and corresponding database files characterizing thedistances.

In this example embodiment of the invention as well, the insightgeneration server 150 culls the number of profile elements for furtherconsideration and display (visualization) based on the respectiveunivariate distances from each brand to each item of content. For eachbrand, 10 variables (profile elements) with the highest percentilevalues and 10 variables (profile elements) with the lowest percentilevalues are identified by the insight generation server 150 and saved asa table (file) and stored in profile elements database 166.

As above, the system determines a univariate distance between each ofthe content items and each of the brands. That is, a univariate distanceis calculated profile element-by-profile element between brand andcontent item.

In this example embodiment of the invention, after making thesedeterminations and storing the distances (not shown separately) in theprofile elements database 166, the insight generation server 150 selectsthe 12 profile elements with the shortest univariate distances for thebrand. Accordingly, 12 profiles elements are obtained for each contentitem closest to the i^(th) brand (from the distance calculations above)as was the case with the example algorithm above.

To further refine the profile elements, in this example algorithm, theinsight generation server 150 identifies the profile elements that arein the top 10 of the brand and are in the top 10 of the 3 closestcontent items or 4 closest content items by subgenre and are also in thelist of the 12 closest univariate distances for the brand. The insightgeneration server 150 selects those profile elements that meet all threeof these criteria.

In this example algorithm, the insight generation server 150 thenidentifies the profile elements that are in the bottom 10 of the brandand are in the bottom 10 of the 3 closest content items or 4 closestcontent items by subgenre and are also in the list of the 12 closestunivariate distances for the brand. The insight generation server 150selects those profile elements that meet all three of these criteria.

In the event that there are fewer than 12 profile elements selected forthe radar graph axes at this point, the insight generation serverselects the profile elements from those that remain with the shortestdistance between the brand and the first closest content item and usesthese profile elements to complete the 12 axes of the radar graph. Withthese profile elements, the 12 axes of the radar graph are identifiedand selected.

Once the profile elements for each brand have been selected, the insightgeneration server 150 generates radar graphs for each brand and for eachof the content items. As displayed with regard to the algorithms above,the radar graph includes the 12 profile elements as the axes of theradar graph. The insight generation server 150 generates the brandpolygon specifying the content item and superimposing red and yellowlines on the radar graph to represent the strengths and weaknesses ofthe brand that appear on the radar graph.

As can be seen from the list of profile elements selected using thisthird example algorithm in accordance with the invention, the radargraph axes may be slightly different than the radar graph axes generatedby the invention using the algorithms above.

Other central algorithms can also be used to reduce the volume andcomplexity of the brands, content items, audiences, and profile elementsand to produce and display radar graphs that provide the desiredadvertising insights. The algorithms can be modified after comparing therelative success or failure of the produced radar graphs and theinsights used in subsequent campaigns. Thresholds may be increased ordecreased, numbers of profile elements selected during each of the stepsof the algorithms can be changes, and different weights can beattributed to any of the interim results from thestrengths-and-weaknesses comparisons, top-and-bottom comparisons,numbers of closest content items to select, and univariate distances. Anexample of an example embodiment of the invention based on algorithm 1is shown below.

A user can run the analysis process using any one or more of thealgorithms described above. Depending upon the maturity stage of thebrand (e.g., where in the product life cycle the brand is), thedifferent algorithms can provide and map different insights. In anintroduction state of the brand, advertisers are trying to establish amarket and grow sales of the brand to achieve as large a share of thatmarket as possible. In a growth stage of the brand, sales areincreasing. As the markets become saturated with fewer new customers,the brand reaches a maturity stage in the brand life cycle. The majorityof consumers who are ever going to purchase the brand have already doneso. The maturity stage can also be characterized by high levels ofcompetition, and these factors combine to make it increasinglychallenging for brand owners to maintain their market share. As amaturity stage continues, brand owners may start to see their profitsdecrease as profits will have to be shared among all competitors in themarket. With sales likely to peak during the maturity stage, any brandowner that loses market share, and experiences a fall in sales, islikely to see a subsequent fall in profits. This decrease in profits canbe compounded by falling prices that are often seen when the sheernumber of competitors forces some of them to try attracting morecustomers by competing on price.

With the systems and methods of the invention, the system can runcomparative analyses using more than one algorithm, or a user can selectan algorithm for the systems to run. For example, in new markets or inthe early stages of the brand life cycle, Algorithm 3 may be preferredbecause this it does not incorporate comparisons between brands(strengths and weakness) because there may be an insufficient number ofbrands in the market to provide reliable and actionable radar graphinformation. Likewise, when the market is more mature and/or morecompeting brands exist in a particular market, Algorithm 1 may be themost applicable algorithm because it incorporates brand comparisons to amuch greater extent. In any case, one or more algorithms can be selectedat any point in the brand lifecycle, and the results may be identifiedand catalogued to identify trends in the results.

Example Process

As further shown in the process flow diagrams and user interface screensof FIGS. 2A-5, a user logs in to the insight generation system 100 overcommunications network 199 using one of user computers 102, 104, 106.The insight generation server 150 generates and displays a userinterface screen 200 on the user computer 102 (for example).

Brand Insight Analysis

A user chooses a brand 204 to investigate to gain insights in anad/sales context. After selecting a brand 204, the insight generationserver 150 accesses the analyzed elements 206 of the brand as shown inFIG. 2B. The analyzed elements 206 include written and transcribedcommunications analyzed by cognitive computer server 140. Cognitivecomputer server 140 perceives and interprets characteristics of thebrand communications. The analyzed elements 206 may include writtenadvertising copy, transcripts of advertisements and marketing items, andother advertising campaign materials related to the brand that have beenreduced to written form.

One consideration is the point in the timeline for which the brand isbeing analyzed. Advertising campaigns can change over time and canreflect different personalities, values, and needs of the brand(product). Selecting the brand over different periods of time and duringdifferent campaigns can provide additional insights into the brand as itevolves and changes. When looking back in time and evaluating pastcampaigns, the actual collaterals and other documents (e.g., outdooradvertisement text, radio script text, print documents, and othercollaterals and documents) are available. When looking at current orplanned campaigns, the brand owner may provide those materials, ormaterials can be created and used as analogous materials for futureactual collaterals.

As further shown in FIG. 2B, once a user selects a brand 204, theinsight generation server 150 accesses the outputs of the cognitivecomputer system (e.g., JSON files with profile elements of the brand)and calculates distances of the brand profile elements to representtheir relative strength or weakness compared to an average set of brandprofile elements. In one example embodiment of the invention, the outputof the cognitive computer system includes a JSON file that includes thenumber of words that the cognitive computer system evaluated from thecollaterals and other documents used as inputs. The JSON file can alsoinclude values for all the profile elements (traits, needs and values)and the significance of each profile element (significance=true orfalse). In other example embodiments of the invention, the output of thecognitive computer system can include other data structures and objectsusing a compatible data interchange format. The data structures can behuman-readable or otherwise store and transmit data objects that can beaccepted by the systems and methods of the invention as inputs to thebrand/content/audience analysis.

The user interface returns an icon 214 of the brand and details of thebrand analysis under a highlighted “analysis” tab 208. Details of theanalysis are shown, including analyzed elements 206, number of wordsanalyzed 212, date of the analysis 218, and a relative strength of theanalysis 216.

As shown in FIG. 2C, a user can dive deeper into the details of theanalysis by selecting the values tab 226, which generates and displaysline graphs showing five values, including openness to change 228,self-transcendence 30, hedonism 232, conservation 234, andself-enhancement 236. In addition to the five values 228, 230, 232, 234,236, a percentile score for each value is shown. For example, percentilescore 238 is 65%, indicating that for the value of openness to change228, the selected brand 204 scored better than 65% of the brands.Similarly, the selected brand 204 had a percentile score 240 of 31% forthe self-transcendence value 230, a percentile score 242 of 4% for thehedonism value 232, a percentile score 244 of 3% for the conservationvalue 234, and a percentile score 246 of 2% for the self-enhancementvalue 236. The five values can be ordered from highest to lowest asshown in FIG. 2C or can be ordered based upon other criteria.

Similarly, as shown in FIG. 20, a user can examine methodically and indetail the constitution of the analysis by selecting the needs tab 256,which generates and displays line graphs showing 12 needs, includingcuriosity 258, self-expression 260, liberty 262, closeness 264,structure 266, harmony 268, excitement 270, as well as practicality,stability, ideal, challenge, and love, which the user can scroll thedisplayed page down to see. In addition to the seven needs 258, 260,262, 264, 266, 268, 270, a percentile score for each need is shown. Forexample, percentile score 274 is 41%, indicating that for the need ofcuriosity 258, the selected brand 204 scored better than 41% of thebrands. Similarly, the selected brand 204 had a percentile score 276 of39% for the self-expression need 260, a percentile score 278 of 27% forthe liberty need 262, a percentile score 280 of 22% for the closenessneed 264, a percentile score 282 of 19% for the structure need 266, apercentile score 284 of 14% for the harmony need 268, and a percentilescore 286 of 13% for the excitement need 270. The seven needs can beordered from highest to lowest as shown in FIG. 2D or can be orderedbased upon other criteria.

Further, the user can view the details of the analysis by selecting thepersonality tab 252 as shown in FIG. 2E, which brings up line graphsshowing the five personality traits, including extraversion 290,openness 291, conscientiousness 292, agreeableness 293, and emotionalrange 294. AS with each of the values and needs tabs, in addition to thefive personality traits 290, 291, 292, 293, 294, a percentile score foreach personality trait is shown showing the percentage in which thebrand falls. For example, percentile score 295 is 98%, indicating thatfor the personality trait of extraversion 290, the selected brand 204scored better than 98% of the brands. Similarly, the selected brand 204had a percentile score 296 of 94% for the openness personality trait291, a percentile score 297 of 93% for the conscientiousness personalitytrait 292, a percentile score 298 of 86% for the agreeablenesspersonality trait 293, and a percentile score 299 of 12% for theemotional range personality trait 294. The five personality traits canbe ordered from highest to lowest as shown in FIG. 2E or can be orderedbased upon other criteria.

When the brand analysis is complete, the user can select the radarbutton 289 under the brand tab as shown in FIG. 2F. In one exampleembodiment of the invention, the insight generation server 150 processesthe values, needs, and personality traits for the brand 288 using one ormore of the algorithms above to identify the profile elements toevaluate further. In other example embodiments of the invention, otherdistance measuring algorithms can be used. Based on the algorithm(s),the insight generation server 150 selects profile elements 283, 281,279, 277, 275, 273, 271, 269, 267, 265, 263, and 261 to graph. Theinsight generation server 150 generates radar graph 287 of the brand tovisualize the multivariate brand data as a polygon 259.

When the brand visualization is displayed, the user can then evaluatecontent to gain insights into those content items with personalitiesthat may be best suited for the brand. For example, in FIG. 3A, a userselects the content button 302, and the insight generation server 150provides the user interface screen in FIG. 3A. FIG. 3A shows a programstab 304, a channels tab 306, a genres tab 308, a web tab 310, and asocial networks tab 312. The user can select any of the tabs 304, 306,308, 310, 312 to review content at a more granular level. For example,in FIG. 3A, the selected programs tab 304 is shown in a different colorthan the unselected tabs. FIG. 3A shows an example user interface screenshowing example programs 314, 316, 318, 320, 322, 324, 326,328, 330,332, 334, and 336 that are available to evaluate in concert with thebrand.

Content Insight Analysis

Similarly, as shown in FIG. 3B, when a user selects the content tab 302,that user can then select a channels tab 306 rather than the programstab 304 shown in FIG. 3A. Selecting the channels tab 306 has the insightgeneration server 150 access and display channels 340, 342, 344, 346,348, 350, 352, 354. As shown in FIG. 3B, the selected channels tab 306is shown in a different color than the unselected tabs. FIG. 3B shows anexample user interface screen showing example channels 340, 342, 344,346, 348, 350, 352, and 354 that are available to evaluate in concertwith the brand.

Likewise, as shown in FIG. 3C, when a user selects the content tab 302,that user can then select a genre tab 308 rather than the programs tab304 shown in FIG. 3A. Selecting the genres tab 308 has the insightgeneration server 150 access and display genres 360, 362, 364, 366, 368,370, 372, 374, 376, 378, 380, and 382. The user can select any of thegenres 360, 362, 364, 366, 368, 370, 372, 374, 376, 378, 380, and 382 toreview genre content at a more granular level. As shown in FIG. 3C, theselected genres tab 308 is shown in a different color than theunselected tabs. FIG. 3C shows an example user interface screen showingexample genres 360, 362, 364, 366, 368, 370, 372, 374, 376, 378, 380,and 382 that are available to evaluate in concert with the brand.

Another manner in which a user can review content at a more specificlevel is shown in FIG. 3D when a user selects the content tab 302 andthen selects a web tab 310 rather than the programs tab 304 shown inFIG. 3A. Selecting the web tab 310 has the insight generation server 150access and display content by web pages. The user can select any of theweb tab pages Investigation Discovery 309, HGTV 319, Food Network 329,Discovery Turbo 339, Discovery Home and Health 349, TLC 359, Discovery369, and Animal Planet 379 to review web page content at a more granularlevel. As shown in FIG. 3D, the selected web tab 310 is shown in adifferent color than the unselected tabs. FIG. 3D shows an example userinterface screen showing example web tab pages Investigation Discovery309, HGTV 319, Food Network 329, Discovery Turbo 339, Discovery Home andHealth 349, TLC 359, Discovery 369, and Animal Planet 379 that areavailable to evaluate in concert with the brand.

Further, as shown in FIG. 3E, when a user selects the content tab 302,that user can then select a social networks tab 312 rather than theprograms tab 304 shown in FIG. 3A. Selecting the social networks tab 312has the insight generation server 150 access and display social mediafeeds 393, 394, 395, 396, 397, 398, 399, and 391. Additional socialnetworks can be accessed by scrolling down the displayed page. The usercan select any of the social network feeds, including Vix Yum Facebookfeed 393, Vix Yum home page feed 394, Discovery Facebook feed 395,Discovery Kids YouTube channel 396, TLC Facebook feed 397, TLC Instagramfeed 398, Discovery Turbo Instagram feed 399, and FoodNetwork Facebookfeed 391 to review social network content at a finer level. As shown inFIG. 3E, the selected social networks tab 312 is shown in a differentcolor than the unselected tabs. FIG. 3E shows an example user interfacescreen showing example social network feeds 393, 394, 395, 396, 397,398, and 399 that are available to evaluate in concert with the brand.

In one example embodiment of the invention, a user selects the genrestab 308 as shown in FIG. 4A, which displays content genres available forfurther analysis. A user selects the “Family” content genre icon 372 tobe analyzed, graphed, and evaluated in concert with the brand examinedin FIG. 2F. Upon selecting the family content genre icon 372, theinsight generation server 150 accesses values, needs, and profileelements of the content genre “family” and creates the (pink) familycontent genre polygon 459 on the radar graph 487 shown in FIG. 4B. Thefamily content genre polygon 459 is overlaid on the brand polygon 259 asshown in the radar graph 487. The brand polygon 259 and the familycontent genre polygon 459 are noted in legend 404. As shown in FIG. 4B,the selected profile elements used to create the brand radar graph 287(in FIG. 2F) are also used when creating and displaying a content radargraph 487.

Further insight analysis can be performed by selecting a differentcontent genre from the list 406. For example, by switching from thefamily content genre selection 408 to the “fixer upper” content program410, the insight generation server 150 accesses values, needs, andprofile elements of the content program “fixer upper” and creates a(pink) fixer upper content program polygon 469 on the radar graph 497shown in FIG. 4C. The fixer upper content program polygon 469 isoverlaid on the brand polygon 259 as shown in the radar graph 497. Thebrand polygon 259 and the fixer upper content program polygon 469 arenoted in legend 414.

Audience Insight Analysis

When the content analysis is complete and the invention produces a brandand content visualization, the user can then evaluate the audience togain insights into the types of audiences for which those brands andcontent items with their respective personalities may be best suited.For example, in FIG. 5A, a user selects the audience button 502, and theinsight generation server 150 provides the user interface screen in FIG.5A. FIG. 5A shows a personality trait bar 555 that includes the fivepersonality traits, including prudent empathetic (tab) 504, passionateimpulsive (tab) 506, dedicated optimism (tab) 508, persistent fighter(tab) 510, and narcissistic explorer (tab) 512. The user can select anyof the tabs 504, 506, 508, 510, 512 to review the audience at a moregranular level. For example, in FIG. 5A, the user selected prudentempathetic tab 504, which is shown in a different color than theunselected tabs 506, 508, 510, 512. FIG. 5A shows an example userinterface screen showing example personality traits for evaluation inconcert with the brand and content.

In addition to the five personality traits (tabs 504, 506, 508, 510,512), a description of an audience or a representative member of theaudience is shown as reference numeral 522. An audience size measure 532is shown as well. In addition, a self-perception listing 542 is shown,along with motivations 552 and values 562. Self-perception 542 is anaudience's account of itself and its enduring dispositions that causecharacteristic patterns of interaction with its environment. The mostprevalent descriptors 543, 544 of the audience's self-perception aredisplayed as well.

The percentages shown next to the self-perception descriptors 543, 544,the motivations descriptors 553, 554, 555, 556, and the valuesdescriptor 563 provide an index (e.g., base 100%) as they reflect acomparison between the percentage of people in that profile elementcluster (in FIG. 5A, the prudent empathetic cluster) who agreed with theself-perception sentence (or motivation or value) versus the percentageof all respondents in the study who agreed with the self-perceptionsentence (or motivation or value). The percentages shown are related to“affinity” or a similarity of characteristics suggesting a relationship.For example, an index percentage above 100% implies a determined clusterhas an affinity with that sentence (or motivation or value). Likewise,an index below 100% implies that the profile element cluster ofrespondents does not feel an affinity with the sentence (or motivationor value). For example, in FIG. 5A, the profile element cluster ofrespondents does not feel an affinity with the sentence “I like to takerisks” as only 30% of respondents agreed with that self-perception.

As noted above, a motivation listing 552 is displayed as well as theprevalent descriptors 553, 554, 555, 556 of the motivations. Motivationsare the willingness of an audience to expend a certain amount of effortto achieve a particular goal under a particular set of circumstances.Motivations can be intrinsic, in which an audience (or representativemember of an audience) is motivated by internal desires that arefulfilling, interesting, and enjoyable, without an expectation of areward or recognition from others. Similarly, motivations can beextrinsic, in which externalities (e.g., promise of a materialadvantage) outside the person provide the reasons for acting or behavingin the particular way. Motivations can be thought of as the fuels thatpower actions. The descriptors 553, 554, 555, 556 help to break down andcharacterize the audience.

Similarly, a listing of the values of the audience are shown asreference numeral 562, with a prevalent descriptor 563. Values areconceptions of the desirable, that is, the fundamental beliefs of theaudience. Values are thought to determine priorities and are a measureof the regard ascribed to a particular trait or item.

In addition to the personality traits, self-perception, motivations, andvalues, a description 522 of a representative audience member isdisplayed along with the audience size 532. Audience size 532 is thenumber of individuals in the audience that match the criteria set forthat audience. It roughly represents the potential number (percentage)of people the ad might reach if the user targets that audiencepersonality type.

Similarly, as shown in FIG. 5B, when a user selects the audience tab 502to perform analysis, that user can select passionate impulsive tab 506rather than the prudent empathetic tab 504 shown in FIG. 5A. Selectingthe passionate impulsive tab 506 has the insight generation server 150access and display a user interface screen providing informationregarding the portion of the audience with the passionate impulsive 506personality trait. As was the case with regard to the prudent empathetictab 504 above, when the user selects the passionate impulsive tab 506, adescription 526 is shown as well as an audience size measure 536. Inaddition, a self-perception listing is shown, along with motivations andvalues as well as descriptors of each are displayed as well. The systemsand methods of the invention help characterize the audience with thepersonality trait descriptions 522, 526, the audience size measures 532,536, and the self-perceptions 542, 546, motivations 552, 556, and values562, 566. Using these characterizations, users capitalize onvisualization techniques to make insights into the audience, and theirrelationship to the brand and content.

In a similar fashion, users can select dedicated optimism tab 508 asshown in FIG. 5C, persistent fighter tab 510 as shown in FIG. 5D, ornarcissistic explorer tab 512 shown in FIG. 5E. The selection of therespective personality trait tabs 508, 510, 512 will display therespective descriptions, audience size measures, self-perceptions,motivations, and values and provide additional insights into theaudience and their relationship to the brand and content.

In one example embodiment of the invention in FIG. 5F, when the audienceanalysis is complete, the user can select the audience personality traitto be processed, displayed, and evaluated, such as dedicated optimismbutton 591. The user can select the radar button 589 under the audiencetab 502 as shown in FIG. 5F. The insight generation server 150 processesthe values, needs, and personality traits for the audience using one ormore of the algorithms above to identify the profile elements to displayand evaluate further. In other example embodiments of the invention,other distance measuring algorithms can be used. Based on thealgorithm(s), and the profile elements used for the brand analysisabove, the insight generation server 150 displays profile elements 561,563, 565, 567, 569, 571, 573, 575, 577, 579, 581, and 583 to graph forthe audience personality trait dedicated optimism. The insightgeneration server 150 generates radar graph 587 of the audience tovisualize the multivariate audience data as a polygon 559.

In FIG. 5F, the dedicated optimism audience polygon 559 is overlaid onthe brand polygon 259 as shown in the radar graph 587. The brand polygon259 and the dedicated optimism audience polygon 559 are noted in legend505.

FIG. 5G adds the content item polygon 594 to the radar graph 587 fromFIG. 5F. The brand polygon 259 (in blue), the audience polygon 559 (inyellow), and content item polygon 594 (in red) are shown in legend 595and overlaid in FIG. 5G to show a composite analysis of the profileelements of the brand, the content, and the audience.

The systems and methods for distributing advertisements for selectedcontent based on brand, content, and audience personality of theinvention blurs and decomposes and a brand into its most relevantattributes in the same way that a chef breaks down a dish intoingredients. The systems and methods of the invention provide accurateinsights of the brand and its personality as related to content itemsand audiences and their personalities. The invention provides anaccurate view of brand personality, content item personalities, andaudience personalities and provides insights to advertising campaigninitiatives, including strategically reinforcing, covering, andsupporting brand personalities in different media, and from itsdifferent points of contact with the final consumers, positively exposesthe attributes and territories of the brands.

With the insight analysis and visualization systems and methods of theinvention, allocation of advertising resources can be determined, brandpositioning, and other strategic planning for the brand. For example,with the visualizations provided by the invention, allocation of theadvertisements spots in the ad spaces suggested by the invention (e.g.,in the channels, genres, social media spaces and/or programs) can bemade. Further, sponsorship of genres and/or programs provided by theinvention can also be incorporated. Likewise, the results of theanalysis and visualization of the invention can be used to build abranded content solution based on the elements of personality visualizedusing the radar graphs.

1. A computer-implemented method for visualization and matching a brandwith a media asset, the method comprising: receiving, in an insightgeneration server, a brand personality description from a cognitivecomputer server, the brand personality description determined based onrecognized text representations of written brand communication materialscreated by a brand source; analyzing, with the insight generationserver, the brand personality description from the cognitive computerserver based on the representations of the brand communications of thebrand source, wherein the analyzing includes: identifying brand profileelements based on the brand personality description received from thecognitive computer server; determining a central tendency anddistribution for the brand profile elements; constructing a brandprofile element selection criteria based on the determined centraltendency and distribution; and filtering the brand profile elements forvisualization based on the constructed brand profile element selectioncriteria; generating a brand personality based on the brand personalityanalysis, wherein the brand personality includes the filtered profileelements of the brand; receiving, in the insight generation server, adescription of the media asset from the cognitive computer server,wherein the media asset description is based on recognized textrepresentations of the media asset or a promotion for the media asset ora combination of both; analyzing, with the insight generation server,the media asset description from the cognitive computer server, whichproduces a media asset personality description, wherein the analyzingincludes: identifying media asset profile elements based on the mediaasset personality description received from the cognitive computerserver; determining a central tendency and distribution for the mediaasset profile elements; constructing a media asset profile elementselection criteria based on the determined central tendency anddistribution; and filtering the media asset profile elements forvisualization based on the constructed media asset profile elementselection criteria; generating a media asset personality of the mediaasset based on the media asset personality analysis, wherein the mediaasset personality includes the filtered profile elements of the mediaasset; reconciling the generated brand personality and the generatedmedia asset personality, wherein the reconciliation includes: comparingthe profile elements of the brand to the-profile elements of the mediaasset; determining profile element vector distances between the brandprofile elements and the media asset profile elements; and matching thebrand profile elements with the media asset profile elements based onthe determined profile element vector distances; and generating andpresenting, by the insight generation server, a visualization of thereconciliation of the filtered brand profile elements and the filteredmedia asset profile elements to show a set of the matched filtered brandprofile elements and the matched filtered media asset profile elementsthat represents a personality strength or a personality weaknesses ofthe brand and the media asset.
 2. A computer-implemented method of claim1, further comprising: identifying the media asset in which to advertisethe brand based on the generated visualization.
 3. Acomputer-implemented method of claim 1, further comprising: creating abranded content solution in which to advertise the brand, wherein thebranded content solution includes a brand positioning based on apersonality strength of the brand or a personality weakness of the brandbased on the generated profile elements visualization, and wherein thebrand positioning includes creating brand associations in customers'minds to influence the manner in which the customers perceive the brand.4. A computer-implemented method of claim 3, wherein the generatedvisualization includes a personality weakness of the brand, and themethod further includes: comparing the brand to the market in which thebrand operates by: ranking the brand profile elements based on profileelement scores; comparing the ranked profile elements to a predeterminedprofile element threshold, including an average score of the sameprofile elements of other brands; and determining a brand weakness forthose profile elements below the predetermined threshold; andidentifying a media asset in which to advertise the brand based on thegenerated visualization of the personality weakness of the brand.
 5. Acomputer-implemented method of claim 3, wherein the generatedvisualization includes a personality strength of the brand, and themethod further includes: comparing the brand to the market in which thebrand operates by: ranking the brand profile elements based on profileelement scores; comparing the ranked profile elements to a predeterminedprofile element threshold, including an average score of the sameprofile elements of other brands; and determining a brand strength forthose profile elements above the predetermined threshold; andidentifying a media asset in which to advertise the brand based on thegenerated visualization of the personality strength of the brand.
 6. Acomputer-implemented method of claim 1, further comprising: receiving,in the insight generation server, an audience personality descriptionfrom the cognitive computer server, the audience personality descriptiondetermined based on text representations and communications of audiencecharacterizations; analyzing, with the insight generation server, theaudience personality description from the cognitive computer serverbased on the representations of the audience communications, wherein theanalyzing includes: identifying audience profile elements based on theaudience personality description received from the cognitive computerserver; determining a central tendency and distribution for the audienceprofile elements; constructing an audience profile element selectioncriteria based on the determined central tendency and distribution; andfiltering the audience profile elements for visualization based on theconstructed audience profile element selection criteria; generating anaudience personality based on the audience personality analysis, whereinthe audience personality includes the filtered profile elements of theaudience; reconciling the generated audience personality and thegenerated brand personality, wherein the reconciliation includescomparing the audience profile elements to the brand profile elements;determining profile element vector distances between the audienceprofile elements and the brand profile elements; and matchingthe-audience profile elements with the brand profile elements based onthe determined profile element vector distances; and generating andpresenting, by the insight generation server, a visualization of thereconciliation of the matched filtered brand profile elements, thematched filtered media asset profile elements, and the matched filteredaudience profile elements that represents a personality strength or apersonality weakness of the audience, the brand, and the media asset. 7.A computer-implemented method of claim 6, further comprising: receiving,in the insight generation server, a second audience personalitydescription from the cognitive computer server, the second audiencepersonality description determined based on text representations andcommunications of characterizations of a second audience; analyzing,with the insight generation server, the second audience personalitydescription from the cognitive computer server based on therepresentations of the second audience, wherein the analyzing includes:identifying second audience profile elements based on the secondaudience personality description received from the cognitive computerserver; determining a central tendency and distribution for the secondaudience profile elements; constructing a second audience profileelement selection criteria based on the determined central tendency anddistribution; and filtering the second audience profile elements forvisualization based on the constructed second audience profile elementselection criteria; generating a second audience personality based onthe second audience personality analysis, wherein the second audiencepersonality includes the filtered profile elements of the secondaudience; reconciling the generated second audience personality and thegenerated brand personality and the generated media asset personality,wherein the reconciliation includes: comparing the second audienceprofile elements to the brand profile elements; determining profileelement vector distances between the second audience profile elementsand the-brand profile elements; and matching the second audience profileelements with the brand profile elements based on the determined profileelement vector distances; and generating and presenting, by the insightgeneration server, a visualization of the reconciliation of the matchedfiltered brand profile elements, the matched filtered media assetprofile elements, and the matched filtered second audience profileelements that represents a personality strength or a personalityweakness of the second audience, the brand, and the media asset.
 8. Acomputer-implemented method of claim 1, further comprising: receiving,in the insight generation server, an additional brand personalitydescription from the cognitive computer server, the additional brandpersonality description determined based on recognized textrepresentations of written brand communication materials created by anadditional brand source; analyzing, with the insight generation server,the additional brand personality description from the cognitive computerserver based on the representations of the additional brand, wherein theanalyzing includes: identifying additional brand profile elements basedon the additional brand personality description received from thecognitive computer server; determining a central tendency anddistribution for the additional brand profile elements; constructing anadditional brand profile element selection criteria based on thedetermined central tendency and distribution; and filtering theadditional brand profile elements for visualization based on theconstructed additional brand profile element selection criteria;generating an additional brand personality based on the additional brandpersonality analysis, wherein the additional brand personality includesthe filtered profile elements of the additional brand; reconciling theadditional brand personality and the generated brand personality and thegenerated media asset personality, wherein the reconciliation includes:comparing the additional brand profile elements to the brand profileelements and to the media asset profile elements; determining profileelement vector distances between the-additional brand profile elementsand the media asset profile elements and to the brand profile elements;and matching the additional brand profile elements to the media assetprofile elements and to the brand profile elements based on thedetermined profile element vector distances; and generating andpresenting a visualization of the reconciliation of the matched filteredbrand profile elements and the matched filtered media asset profileelements and the matched filtered additional brand profile elements thatrepresents a personality strength or a personality weakness of theadditional brand, the brand, and the media asset.
 9. Acomputer-implemented method of claim 8, wherein the visualizationincludes at least twelve profile elements of the brand personality, themedia asset personality, and the additional brand personality.
 10. Acomputer-implemented method of claim 1, wherein the comparison andmatching of the media asset personality to the brand personality isbased on at least ten profile elements of the brand personality and atleast ten profile elements of the media asset personality.
 11. Acomputer-implemented method of claim 1, wherein the comparison of themedia asset personality with the brand personality is based on theprofile elements and the generated and presented visualization of thereconciliation of the brand profile elements and the media asset profileelements includes comparing at least ten most predominant profileelements of each of the media asset and of the brand and at least tenleast predominant profile elements of each of the media asset and of thebrand.
 12. A computer-implemented method of claim 8, wherein generatingand presenting the visualization includes: generating a radar graphplotting profile elements of the brand, the media asset, and theadditional brand; and determining profile element vector distancesbetween each of the plotted profile elements of the brand and the sameprofile elements of the media content, and wherein the matching is basedon a multivariate profile element vector distance.
 13. Acomputer-implemented method of claim 12, further comprising: comparingat least ten most predominant brand personality traits to at least tenmost predominant additional brand personality traits and to at least tenmost predominant media asset personality traits; comparing at least tenleast predominant brand personality traits to at least ten leastpredominant additional brand personality traits and to at least tenleast predominant media asset personality traits; identifying analternative media asset with alternative media asset personality traitsthat are more similar than the media asset personality traits of themedia asset; and substituting the alternative media asset for the mediaasset in an advertising campaign.
 14. A computer-implemented method ofclaim 12, further comprising: comparing at least ten most predominantbrand personality traits to at least ten most predominant additionalbrand personality traits and to at least ten most predominant mediaasset personality traits; comparing at least ten least predominant brandpersonality traits to at least ten least predominant additional brandpersonality traits and to at least ten least predominant media assetpersonality traits; identifying an alternative media asset withalternative media asset personality traits that are more dissimilar thanthe media asset personality traits of the media asset; and substitutingthe alternative media asset for the media asset in an advertisingcampaign.
 15. A system for visualization and matching a brand with a,media asset, the system comprising: an insight generation server,including a personality analysis application and a visualization andmatching application stored on a non-transitory computer readable mediumexecuted on a processor that receives a brand personality descriptionfrom a cognitive computer server, the brand personality descriptiondetermined based on recognized text representations of written brandcommunication materials created by a brand source; analyzes, with thepersonality analysis application on the insight generation server, thebrand personality description from the cognitive computer server basedon the representations of the brand communications of the brand source,wherein the analyzing includes: identifying a set of brand profileelements based on the brand personality description received from thecognitive computer server; determining a central tendency anddistribution for the brand profile elements; constructing a brandprofile element selection criteria based on the determined centraltendency and distribution; and filtering the brand profile elements forvisualization based on the constructed brand profile element selectioncriteria; generates a brand personality based on the brand personalityanalysis, wherein the brand personality includes the filtered profileelements of the brand; receives, in the insight generation server, adescription of the media asset from the cognitive computer server,wherein the media asset description is based on recognized textrepresentations of the media asset or a promotion for the media asset ora combination of both; analyzes, with the insight generation server, themedia asset description from the cognitive computer server, whichproduces a media asset personality description, wherein the analyzingincludes: identifying media asset profile elements based on the mediaasset personality description received from the cognitive computerserver; determining a central tendency and distribution for the mediaasset profile elements; constructing a media asset profile elementselection criteria based on the determined central tendency anddistribution; and filtering the media asset profile elements forvisualization based on the constructed media asset profile elementselection criteria; generates a media asset personality based on themedia asset analysis, wherein the media asset personality includes thefiltered profile elements of the media asset; reconciles the generatedbrand personality and the generated media asset personality, wherein thereconciliation includes: comparing the profile elements of the brand tothe profile elements of the media asset; determining profile elementvector distances between the brand profile elements and the media assetprofile elements; matching the brand profile elements with the mediaasset profile elements based on the determined profile element vectordistances; and reducing the brand profile elements and media assetprofile elements to be visualized to a predetermined number based on thematched filtered brand personality profile elements and the matchedfiltered media asset profile elements; generates and presents, by theinsight generation server, a visual representation of the reconciliationof the brand profile elements and the media asset profile elements toshow a set of the matched filtered brand profile elements and thematched filtered media asset profile elements that represents apersonality strength or a personality weaknesses of the brand and themedia asset; creates, by the insight generation server, a visualrepresentation of the reconciliation of the brand profile elements andthe media asset profile elements to show a set of the matched filteredbrand profile elements and the matched filtered media asset profileelements that represents a personality strength or a personalityweaknesses of the brand and the media asset; and sends the visualrepresentation for display on a graphical user interface.
 16. A systemof claim 15, wherein the insight generation server receives brandprofile element scores corresponding to the brand profile elements andreceives content item profile element scores corresponding to thecontent item profile elements.
 17. A system of claim 16, wherein atleast one of the group of the brand profile element scores and thecontent item element scores are received from a cognitive computerserver.
 18. A system of claim 16, wherein the filtering and reduction ofthe set of brand profile elements to be visualized to a predeterminednumber based on the matched filtered brand profile elements and thematched filtered media asset profile elements includes: determining anaggregate profile element vector distance from each of the profileelement scores of the brand profile elements to each of the respectivemedia asset profile element scores; and selecting a predetermined numberof brand profile elements based upon the determined aggregate distance.19. A system of claim 15, wherein the insight generation server receivesa set of audience profile elements and generates an audience personalitybased on the audience profile elements; and the reconciling includesreconciling the generated audience profile elements and the generatedbrand profile elements and the generated media asset profile elements.20. A system of claim 19, wherein the insight generation server createsa visual representation of the reduced set of brand profile elementsincluding a graphical brand representation and a graphical media assetrepresentation and a graphical audience representation and sends thevisual representation for display on a graphical user interface.